Most people now get their news online. Yahoo! News and Google News have a larger audience than CNN or the BBC. If you create press releases and post them online, do some keyword research and optimize your online press releases to make it easier for people searching the Net to find you. Keyword research will tell you what Net searchers are looking for, what keyword they’re using, which keywords are most viable, and who else is optimized on these words.
As the media landscape changes, old marketing and PR planning methods are no longer enough to reach your audiences who search online. Media planning was traditionally based on demographic segmentation or psychographic profiling, but with the shift to online news and RSS news feeds and social bookmarking, your audiences can now “pull” and share data. If your information doesn’t show up in search engine results you’re missing some opportunities to communicate with your publics.