Dallas Business Consultant Elijah ClarkDallas Business Consultant Elijah Clark

Distribution Strategy for Press Release

The social networking sites that your company can use to release its press release are Facebook, Twitter, Blogger, and Feed Burner. Within each of these sites, you can gain a different audience of users that will link back to your website for the full press release.  This will allow for more traffic and more sales for your company.

Distribute your press release through popular wire services including:

  • Business Wire: www.businesswire.com
  • Market Wire: www.marketwire.com
  • PrimeNewswire: www.primezone.com
  • PR Newswire: www.prnewswire.com
  • PRWeb: www.prweb.com

The reason for publishing with these wire services is to maximize the distribution of the release. By publishing with these services, it allows for the press release to be seen by followers of these sites and will be indexed by many more distribution services and search engines. By using this method, it will allow for further geographic reach of the press release. In addition, by placing the press release on popular sites, it allows for your business to link those users viewing the release back to the company website.

Social networking sites that shoukd be used for distribution will include Google, Yahoo and other vertical market portals including a Really Simple Syndication (RSS) reader.

Keyword tags should also be used to create for a better marketing campaign that will be beneficial to search engines indexing the media release.

The company blog should include information on the press release and will be used as a tool to link readers and followers to the pressrelease page where they can read the full release.

The company blog should also include social networking bookmarks, connections and an RSS feed for users to stay updated with the sites news releases and additional content. By using share tools for facebook, twitter and other social networking sites, it will allow forreaders of your businesses blog and media room to distribute the information to their followers on those specific networks.

The press release should be available within a designated section of your website which will allow for users to easily search for archived releases. This strategy will also allow for search engine to keep an index of the press release in case the distribution sites have taken down the release and it no longer exist in their archive.

The social media pressroom should have information available in many different formats including audio, video, photos, news releases, background information, financial data, social media connection tools and bookmarking tools. This media room will be designed to market toward the buyers and the journalist.

By creating a media room that updates regularly, this will allow for search engines to search them more frequently and will ultimately result in more traffic, more indexed pages and more sales.

Local markets and journalist that your business should contact will include:

  • Wired PR News: http://www.wiredprnews.com/
  • AllTop: http://business-wire.alltop.com/

your business should also contact bloggers, reporters and journalist from local networking groups.

You should also attend local meet up events and find out where the local journalist are and what they are looking for.  By attending these events and getting to know the local journalist, reporters and editors, you can put together a list of these authors and use them for future press releases. The local meet up groups can be found by using the networking website meetup.com to find dates and schedules of upcoming events.

By starting locally, it will allow for your business to practice its distribution strategies and then expand the techniques international. This same method should be used for some of the local online press release channels also.

The goal is to make the news releases easy to read and understand by its viewers. In addition to these newsletters, you should look to distribute these news releases within e-mail newsletters, RSS feeds and through the use of current employees.

When searching for journalist and buyers, your business should focus on finding what it is that the journalists are looking for in a good press release. Having this information will be crucial in building relationships and relevant content for journalist and buyers. In addition, creating a easy-to-use navigation, search function and share tools will help make journalist jobs easier be conveniently providing all of the content for them to easily find and navigate within the website’s press release.

Another way to be sure that the press release is getting into journalists hands is to be sure to find out what other locations the journalist are going to and what events they are attending. This will allow for Your company executives to personally speak with the journalists. These events may include conferences, trade shows, and other speaking appearances. You should include a link on your website that has a list of upcoming events that you will be attending. These events can be local and international. In addition, this calendar will also allow for journalist to know where to find the CEO.

Another option is to include a call to action within the media room for journalist and bloggers. This could include offering them an interview with the company executive.

The timeline for posting this release within the company’s site and on other wire sites should be two days. On day one, the press releaseshould be emailed to journalist along with bloggers, editors, within the company’s RSS reader and through an e-newsletter release. By day two, the release should be posted on all press release sites, social networking sites and blogs.

Your company should create a relationship with journalist and readers by welcoming their feedback and giving them the story first. Your business shoukd not only release news of big events and happenings within the company, it should also release stories of awards, conferences, products and other unique marketplace information.

Market Efficiency Theory

Market Efficiency Theory
Market efficiency was formulated by Eugene Fama in 1970, labeled as efficient market hypothesis. His theory suggests that stock and market value are based on publicly available information. Investors invest with the goal that their investment will generate a positive return on their investment. An efficient capital market is when a stock price reflects publicly available information that may affect the stocks value, which could benefit investors. Efficient markets generate random patterns that cannot be predicted, and an investor cannot factually predict a stock value with secretive information.

Less Efficient U.S. Markets
Markets are much more inefficient than they used to be, and unreliable information could cause investors to receive inefficient values. If markets are unreliable, the value could potential plummet and non-informed investors may not be interested in purchasing new stock. Furthermore, An inefficient market would likely be placing a market value above or below its true value. An inefficient market creates unfair advantages for certain investors who would not otherwise have access to the company’s information. Markets become less efficient often due to greed, economic involvement, negligence, and lack of communication.

Markets in Other Countries
Many studies have found that market prices are difficult to predict. Compared to the United States, other countries also have problems with market inefficiency. Market efficiency asserts that there is no pattern or trends that can be used to predict future value. In the Indian capital market for instance, market inefficiency exist that contradict the efficient market hypothesis. A study, which examined a calendar anomaly within the stock market; found that stocks often held until after the New Year present a higher return rate, and that Monday is considered the worst day of the week to invest. While this isn’t considered inside information, it does create a predictable trend that creates a level of efficiency to use in predicting market trends and potential.

Finding efficiency within the stock market may seem fairly simple with the use of technology and cheap software tools that can find patterns within stock prices. However, the reality is that there is no way in determining the direction of a stock by using computer technology or human assumptions. In addition, if exploits did exist, they would be found and corrected to prevent future defrauding.

With the efficiency market hypothesis, the securities will always reflect the available public information. No system, tool, calculation, or individual investor has access to secret information that would help them generate a rate of return above others. Consequently, investors should always expect to receive a fair value for their securities.

To determine the direction of a stock, investors must be skilled at analyzing data, predicting stocks, and have the ability to comprehend statistics and understand the stocks industries. To achieve this, it takes an investor that is passionate and has the time to evaluate the market.

In addition to rationality, independent deviations from rationality, and arbitrage, t he efficiency market hypothesis makes the assumption that there are three levels of market efficiency’s. The three levels assume that the value of an investment should reflect all available information. Prices should change based only on publicly unexpected information. The hypothesis is considered a model based on how markets tend to work and not how they should work. The three levels of market efficiency include strong, semi-strong, and weak (Maguire, 2010; Ross, Westerfield, & Jaffe, 2013). The weak level of efficiency does not base it results on reliable data such as earnings, forecast, or company announcements. However, they are often random and based on mathematical assumptions relating to historical data. A market is considered semi-strong if it can be predicted by using publicly available information. Information that helps predict a market using a semi-strong efficiency level includes information regarding accounting statements, and historical data. The strong efficiency level uses all publicly and privately available information to determine a stocks value.

Insider trading behavior is affected by expected trading profits from private information, and potential litigation risk. Managers tend to avoid trading before company disclosures so that they may avoid litigation risk. To reduce the probability of litigation, managers provide higher quality disclosures before insider trading. Furthermore, to avoid litigation, insiders often avoid profitable trades before earnings announcements, but will trade after the announcement in an attempt to profit from their future earnings based on the announcement.

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