Have you ever played the Chinese Whispers? You know, this game played all around the world, in which one person whispers a message to another, which is passed through a line of people until the last player announces the message to the entire group. Errors typically accumulate in the retellings, so the statement announced by the last player differs significantly, and often amusingly, from the one uttered by the first. Some players also deliberately alter what is being said in order to guarantee a changed message by the end of it.
Well, it happens on business days that you want to share an important piece of information with a journalist. With the non hidden intention to make him relay this information, and with hopping that his contacts will also relay this information…
So the big question is really: how to avoid them playing Chinese Whispers?
To ensure that you can use two means. The first one is to make your information easily accessible to everyone, in a reference area – providing some kind of certified information. And to be sure this information is accessible – “ google -able” or ” youtube -able” could I say – you will need to make it compliant to the Search Engines. This will require technical optimizations, but this will require also you to think about keywords that will match your large audience most probable requests.
The second weapon against Chine Whisper is to help people remembering your message. You have to use words people understand, so do not try to be completely disruptive. But you also have to be different. In that perspective, making obvious what keywords should be remembered by your audience is quasi a requirement.
Bottom line: you obviously need to pay attention to keywords, “tags”
The first one is to ensure these tags are very close from your title. Ideally your title should be
composed with them.
Second your content is really visible by search Engines when it contains ideally around 4 times (and min. twice) each keyword.
Third the optimum is to publish between 4 and 8 keywords by Press Release. A normal human being can remember easily 7 different categories (+/- 2). 4 keywords is safe but difficult as a selection. 8 is probably more realistic.
Four: test your keywords! Use your favorite search engine to discover with what content you will compete (remember most of the searches are done with 2 or 3 words, no more). And do not hesitate to use Google AdWords Keyword Tool, a pretty pleasant tool to identify new keywords, or the one of Youtube.