October 6th, 2008 | 2 MIN READ

Online PR Tips for Consumer Safety Issues

Written by author_profile_images Linda Bustos

Linda is an ecommerce industry analyst and consultant specializing in conversion optimization and digital transformation.

Continuing yesterday's topic of addressing consumer safety concerns on your website, we're going to look at off-site tactics for the rest of the week. Today's tactic: online PR.

Press releases around consumer safety is great for branding your online store as a socially responsible business. It can also positively benefit you with high quality back links, as you should ask any publisher to link back to you in the release footer, or an author byline if the "release" is more like an article.

Using toy retailers and product recalls as our example, let's apply the tips PR and SEO expert Dana Todd shared with us in our video interview with Dana from Search Engine Strategies San Jose.

With some creativity and savvy, you can create trending stories around particular hot items. How about "Protecting Your Kids This Christmas: How to Keep Unsafe Toys Out of Their Stockings" ? Any parenting magazine, portal, blog or newsletter would be interested in this type of release.

You want to create content that can be deployed out there that tells an "emotionalized" story - preferably a series of releases/stories. Think about the conversation you want to start, what attitudes are you trying to change? How do you convince a mother on a budget to spend a bit more on safe toys? How do you educate your reader about country-of-origin issues?

Don't forget keywords in your release headline and body copy, just like you would optimize on your site. And having a landing page specific to the press release content is a great idea. And keep a similar but modified copy on your site, (different title and slightly different body copy than the ones you send through the newswire to avoid the duplicate content filter.)

But press releases are not the only way to get your story published. Tune in tomorrow for article marketing tips (getting published on popular content sites, portals and blogs).

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