The 3 Cornerstones of Driving Message Discovery

Posted by on July 11, 2013

Discovery is a vital component to generating visibility for your organization’s messages.

The mechanics of discovery 

Before we dive in, let’s think about how people find information:

  • Through search engines
  • By querying peers
  • By word-of-mouth (often via social networks)


Search engines rank the content that has proven most popular highest in their search results.  The “proof” of popularity the search engines look for includes things like the amount of traffic a web page receives, the amount of time visitors spend on that page and the subsequent actions the page visitors take, such as clicking on an embedded link or sharing the page with their social networks. And those actions visitors take are the backbone of peer-to-peer communications, which drive word-of-mouth discovery.  Point is,  they’re all connected.

Set your content up for success – distribute it to people who care

If a piece of content is going to have a shot at generating quality traffic and interactions, it needs to be seen by people who are likely to be interested in it.  This is where distribution comes in – in order for a message to be discovered, it needs to be distributed to the people who are most likely to care about it.

Distribution can be achieved a variety of ways.  Content can be published on a blog, and shared via social networks.  And, to give it an additional boost, it can be distributed via PR Newswire.

When a press release is distributed via PR Newswire, a number of things happen.  As previously discussed, the release is hosted on our search-optimized web site.    But that’s just the beginning.

PR Newswire syndicates content to thousands of web sites which republish it for their own readers.  In this way, we’re able to immediately drive the discovery of messages.   In many cases, these third party web sites maintain the links our clients embed in press releases, creating portals from the press release directly to the client web site.

Additionally, many web sites (including PR Newswire’s) embed social sharing tools within the press releases, enabling readers to immediately share the content with their friends and followers.    This distribution gives the message a boost, and creating an initial opportunity for the content to connect with the audience.  Ultimately, the audience will determine whether or not the content is useful or interesting – and if that’s the case, chances are good that the campaign will be a winner, and will start to gather steam as more people amplify the message by reading it and sharing it.  This is the sort of social media success that can translate into lasting search engine visibility, creating a continuous visibility loop for the brand.

The 3 Components of Message Discovery 

As you can see from this week’s series of posts on SEO and press release visibility, a number of factors work together to deliver visibility for the messages your organization issues:

  1. Hosting on an optimized web site, such as   Check  and compare the page rank and traffic volumes of the vendors who will be hosting your brand’s content, and stay on top of search engine trends so you can recognize the best advice.
  2. Creating content your audience finds useful.   All the optimization in the world achieves nothing if the audience doesn’t readily consume and share the content.  Make readership and social sharing a goal for all the content your organization produces.
  3. Driving discovery by distributing the content.  Develop and utilize a variety of channels to distribute your content to relevant audiences, in order to drive the discovery of your message by the people who are most likely to care about, read and interact with the content you publish.


Originally published on BeyondPR by Sarah Skerik on June 27, 2013