An interesting article that will appeal to those of you involved in PR appears in the latest edition of MarketingProfs.com.

Written by Harry Hoover (managing principal of Hoover ink PR) the article looks at the changing nature of research and how today's press releases can double their effect by being usefully tailored to the increasing number of people researching information on the Web (not just in the traditional media).

"Consider this: both journalists and consumers use the Web for research. More than 550 million searches are done daily via the Web. And, every month, US Web users conduct 27 million searches at Yahoo News, Google News or other news search engines. Also, according to recent surveys by Middleberg/Ross and the Pew Internet Project:

98% of journalists go online daily.

92% do it for article research.

76% to find new sources and experts.

73% to find press releases.

68 million Americans go online daily.

30% use a search engine to find information.

27% go online to get news.

You need to think differently about writing your releases in this new age. You can extend the power of your press releases beyond the media by positioning them for search engines. In effect, your press releases become a long-lasting, online, searchable database about your organization."

It's a very useful article (as most articles are from the MarketingProfs.com site). The URL for the story can be sourced by clicking here.