http://www.falkowinc.com/inc/writing_press_release.html
Falkow, Incorporated
I found an article written by Eric Falkow in reference to new ways of handling press releases. The article is titled: Optimized Press Releases and News Articles. The article talked about how to write effective news articles or press releases. It stated how you should get your news out in a way to reach your target audience by focusing on what Eric called an optimized press release. An optimized press release should be timely, news worthy, relevant and most of all it has to be found in a reliable search engine such as yahoo news, who now has the largest audience in the world verses CNN and BBC.
In the past, Journalist had to rely on getting their information into print and on the news; however, the internet has proven to be the best source nowadays.
As examples:
Southwest Airlines used optimized press releases and they generated $1.7 million in ticket sales.
Wine Zap, a small wine company released, one optimized release in order to recruit new members and they received 134 new members in only one week.
Future Industrial Technologies, a Santa Barbara company who trains in workplace safety; put out an optimized press release in reference to a small hospital that cut their workers compensations down tremendously. The release was read by people who put in certain key words to access this press release. As a result, the press release produced high traffic which in turn increased business for this company.
I think is article is useful and is a good source to use when putting out press releases and news articles. It is an excellent way to reach the people who are in need of receiving this information without having to go through someone else.

Shelita,

I have a problem with the article you reference: It does not tell you *how* to optimize a news release for online indexing. It doesn't even explain what an "optimized release" is. Maybe Eric Falkow will stop by to explain it to us?

Thanks,
STEVE O'KEEFE