A Strategy is an essential plan for creating, distributing and supporting your message across all relevant outlets.

Like traditional media, the traditional business of public relations has been turned upside down, or inside out. However you choose to describe it, the rules of media and pr are now very different.   The good news is that with the right strategy and content the rewards today are potentially far greater and available at considerably less expense than ever before.

CWI is committed to providing clients with a very specific route to take, the content to fuel the message, and the support to feed and follow through.

You can subscribe to any number of paid web pr services and utilize the tools of the web. But who you are going to target, what you are going to say, and how you are going to say it… are where we come in.

Here, absolutely Free for you, are what we consider typical distribution strategies in today’s web PR marketplace:

1. Introducing a New Product

• Web News Release (news outlets by region, industry, groups and search engine by keyword)
• Product impact CWI Brandcast™ video for streaming, webcast and live presentation (on DVD)
• Trade or customer target distribution via email.
• Product Web site, search optimized and supercharged with content and video.
• Photo posting on Google Images, shared on target network sites, groups.
• Product page on at least 1 social network
• Blog Postings and at least 4 weeks of CWIP comments on up to 5 target audience discussion groups
• Media monitoring – social and/or traditional
• Demographic, Geographic and Keyword targeted ad campaigns on search and social sites

2. Exhibiting at a Trade Show

• Multi-Media e-mail in advance of exhibition to trade and customer/prospect lists. 
• Web News Release (news outlets by region, industry and search engine by keyword)Industry Target Media distribution
• Webcast preview or video invitation sent via email link to target customers, prospects, and on web site. 
• Exhibit Photo distribution via web pr service.
• Photo posting on Google Images, shared on target network sites, groups.
• Showcase Web site or event page.
• Event Group page on at least 1 social network, with managed daily  blog and group content for 30 days prior and at least 30 days after, on company blog and at least 5 target audience discussion groups.
• Media monitoring – social and/or traditional

3. Hiring a New Executive or Making a New Client Announcement

• Web News Release (news outlets by region, industry and search engine by keyword)Industry Target Media distribution
• Post it as news on your own site.
• Photo posting on Google Images, shared on target network sites, groups.
• Post photo via PR service on Times Square jumbotron and capture high resolution image for further distribution
• ProfNet account and expert profile (for new hire)
• Personal profile video on company web site, with new hire q and a.
• Media monitoring – social and/or traditional

4. Announcing Quarterly Results

• Trade News Press Release Distribution
• Webcast
• EDGAR filing
• IR Room
• Media monitoring – social and/or traditional

5. Launching a campaign

• Video Promo (:15-:30) for streaming, sharing and hard copy (DVD) inclusion.
• Multimedia News Release
• Photo distribution with Times Square posting
• Campaign Web/social group site, including managed discussion
• Blog Postings and at least 2 weeks of CWIP comments on up to 5 target audience discussion groups
• 30 days monitoring/clipping of trade/news coverage print, broadcast and web
• Media monitoring – social and/or traditional

6. Holding a Press Conference

• Two web press releases, one announcing the press conference and one the day of the event
• Webcast of press conference (live, or on demand streamed post)
• Professional photography and/or video shot day of event, with photos posted or e-mailed within one hour of conclusion, and video clips posted to social video and business networking sites, and e-mailed to all attendees.
• Multi media news release with video, photo for release within hour of announcement.
• Managed discussions and content posts to social, networking, industry group pages.
• TV news style video produced and archived on web site, social video channels and as DVD loop for lobby TV.

sources: Michael Shoer, Creative Word & Image Inc., and PRnewswire