Kim Komando, a tech blogger for USA Today and popular talk radio host specializing in technology and the internet, wrote a column offering five tips to increase your website's searchablility. In the column, she explains search engine optimization (SEO) and ways to help make your site appear not only in more searches but also higher on the search results page.

At the True Spin Conference on January 22nd, 2010, I had the opportunity to hear Holly Minch offer advice on how nonprofits can take full advantage of each piece of news coverage and use coverage to increase their visibility to supporters and donors.

Here’s what she had to say…

Our September Skills Training featured Skip Wood and Erick Mack of Public News Service, who offered advice for many good questions that members had about press releases, reaching reporters, and working with the media.

Before the training, both editors contributed a series of training documents to our training center on press releases and story telling.

You’ve crafted an award-winning press packet – all the information the media will ever need for your big event. But it only gets a couple inches in the paper, or a big storm arrives the same day your packet comes in the mail and the storm is the only thing that gets coverage. And even if you do attract some media, you’re disappointed because they left so much out!

The attached diagram from Skip Wood at Public News Service is an excellent visual framework of being strategic in the structure and framework of your press releases.
It includes many of the essential aspects including header, paragraphs, bullet points, and the strategic inclusion of additional information.

Key Components to Telling Your Story (and Getting the Press and Public to Listen) ...Form and Function (Design and Content)
Part 3 of 3
-Eric Mack

Key Components to Telling Your Story (and Getting the Press and Public to Listen)...Going to The Dark Side, and Coming Back
Part 2 of 3
Eric Mack, Public News Service

Skip Wood has been with Public News Service for ten years, first as producer/reporter and currently as editor. For the last eight years, he has also been a producer for "Hear It Now," a talk show on the Prairie Public radio network, a PBS affiliate. Before all that, he was news producer for KXJB-TV, Fargo for 21 years.