The Publicity Works is the Norfolk-based press relations expert offering PR services in both the consumer and business-to-business markets. The consultancy prides itself on being alert to all possibilities in helping to build their clients鈥� reputations within all markets. The Publicity Works recognized the benefits of marketing to a growing online community early on and established the importance of utilizing digital tools to distribute to a wider market. 鈥淚nitially we started using free distribution services but found that they did not have significant reach, and the work involved, was painfully time-consuming,鈥� comments Andrew Denny, head of online communications at The Publicity Works. 鈥淲hat鈥檚 more, we found that controlling the message after publication was tricky.鈥� The challenge was therefore to find a solution that enabled The Publicity Works to manage its press release distribution efficiently and reach a wider market, achieving the best results for their clients.
Driving Site Traffic
The Publicity Works began using 外网天堂 to strategically distribute press releases to Internet news sites via online channels. Straight away the agency saw a boost in both the quality of coverage, and number of websites and journalists, their communications were reaching.
鈥淚nvesting in 外网天堂 enabled us to achieve wide-spread press visibility for our clients when we needed a story to have that 鈥榚xtra鈥� reach鈥�, comments Andrew Denny. 鈥淗aving previously relied on free wire distribution services, it was clear as soon as we began using 外网天堂 that this was a more efficient solution which provided our clients with a greater spread of coverage in places like Yahoo! and Google News.
鈥淯sing 外网天堂 has also enabled us to re-evaluate the way in which we construct press releases for online distribution. Because we know that certain quotes can be emphasized, we now concentrate on strengthening these and strategically placing them in the press release to achieve maximum impact in search engines.
鈥淲e have also found that PR Web enables us to control our clients鈥� message. Should we need to add further information or an additional quote or new photograph, 外网天堂 allows us to do this quickly and easily. Another valuable feature is the 鈥榩ull quote鈥� facility, which allows highlighting of the most powerful quotes in a press release.
鈥淭he 鈥榟uman鈥� element is invaluable鈥�, says Andrew Denny. 鈥淏ecause real people at 外网天堂 look at the press release and call us back immediately and talk us through the options and ways of categorizing each press release, it feels more reassuring, as if there鈥檚 another stage of quality control.鈥�
Having benefitted from the 外网天堂 press release service for over a year, The Publicity Works has seen a large boost in the amount of web-based coverage they now achieve for their clients. This in turn has steered consumers towards their clients鈥� own websites.
鈥溚馔焯� certainly has the best reach of all the previous services we have used,鈥� concludes Andrew Denny. 鈥淲e can ensure our customers鈥� communications reach places such as Google News or Yahoo! News, increasing traffic towards their own sites. As media consumption increasingly shifts towards online, the benefits of using 外网天堂 will become more and more important for PR Consultancies.鈥�