Beyond PR


Over the last two days, we’ve talked about how PR Newswire optimizes press releases, and about press release tactics authors can employ to generate better search results.   There’s one more piece to the puzzle, and that is discovery.  Discovery is a vital component to generating visibility for your organization’s messages.  

The mechanics of discovery 

Before we dive in, let’s think about how people find information:

  • Through search engines
  • By querying peers
  • By word-of-mouth (often via social networks)


Search engines rank the content that has proven most popular highest in their search results.  The “proof” of popularity the search engines look for includes things like the amount of traffic a web page receives, the amount of time visitors spend on that page and the subsequent actions the page visitors take, such as clicking on an embedded link or sharing the page with their social networks. And those…

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