Press releases should use search engine optimization techniques and can even include video, links and infographics. "Think of the press release not just as a media relations tool, as it has been historically, but instead ... [as] a mini Web page on the news or topic being written about," suggests Lee Odden of TopRank Online Marketing. Knowing your target audience, judiciously using targeted keywords and using multimedia can help draw attention to your release and traffic to your business.

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