It is all to common for the individual site owner to use a blog for press releases. Although the benefits of blogging are plentiful, counsel your clients to avoid this. The most effective way for clients to gain visibility is to create a newsroom page on their site for press releases.
Media influencers want to find the information they need quickly. Although blogs offer an avenue for delivering value to a highly defined targeted audience, media people are unlikely to browse a blog looking for press releases. A side effect of this strategy is that it establishes the online residency of a press release so that it doesn’t become lost amid other blog posts.
The ultimate goal here is to have media personnel linking to your client’s website. They will be far more likely to do this when...