I spent Super Bowl Sunday hard at work in the NMS offices gearing up for the launch of my company’s re-designed website and monitoring online buzz about brands advertised during the game.
As a young professional in the public relations industry, the Super Bowl provides immense insight into consumer marketing and brand monitoring – which is why I was thrilled when one of my co-workers asked me to help with the Super Bowl Social Media Snapshot and working on the launch of our new website.
Getting Involved with the Website Launch
One of the greatest lessons I’ve learned since graduating from college is when any of your colleagues ask you if you want to work on a project with them, you enthusiastically and immediately accept. This is what I did last week – and it led to a great opportunity that allowed me to use and develop my PR skills in a new way.
Yesterday, a 14 hour day at the office, allowed me to work on very challenging and rewarding projects that have stretched and improved my PR skill set. Not only did I get to work on the Social Media Snapshot, I also learned how to effectively market a company’s website re-launch.
I had never publicized a website launch before, so it was a great learning experience, especially since company websites are usually the main source of information for consumers and employees, both current and potential. Because of this, both internal and external PR was used.
Navigating the New Site for Highlights
Before the site launched, I spent considerable time browsing it to familiarize myself with all the new changes and how they enhanced the company’s brand and would provide visitors with engaging and necessary information.
Since NMS is a social media marketing company, my team knew we had to highlight the features of our site that showcased our experience in this area. For example, many of our case studies include links to Delicious bookmarks with placements we received. This innovative feature is valuable to our clients and employees. Picking out a few key elements will help draft reader-friendly marketing copy when it comes time to promote the site launch.
Writing the Press Release
Press releases spread the word, and when distributed via newswires they increase SEO results. Writing marketing copy and press releases about websites can be tedious, but every site launch needs them.
To ensure the release included the features on our site we wanted to highlight, but was also reader-friendly, we opted for a short introduction and a bulleted list of the features we wanted to showcase. This included our Flickr gallery, employee profiles, blog with 86 employee contributors, and interactive timeline.
The press release needed to provide readers with comprehensive information about the new site, that will pique their curiosity enough to drive them to the site.
Spreading the Word
If necessary, your company might want you to distribute your press release to the public over various newswires. Here are some free ones: OpenPR.com, PR-USA.net, Free-Press-Release-Center.info, i-newswire.com, PRLog.org and PRZoom.com. PRWeb and PRNewswire are paid services that allow more options for distribution and might be a good fit depending on your company, budget, and the quality of the website’s features and usability.
Pitching journalists and bloggers who cover your industry will help give the launch more publicity, leading to higher traffic and more press for your company.
Have any of you worked on a site launch before? Is there anything you would add to these areas?