Abstract
An article in the Sept.12, 2002, issue of Media Insider reported PR Newswire’s media relations team visits hundreds of newsrooms each month where it has observed many different schemes for managing information. The author suggested peppering news releases with variations of keywords news releases or archived information on Web sites. This paper reports an informal testing of search engines and words that might commonly appear in news releases and other documents written by land-grant university communicators. Searches for 54 words or phrases [Table 1] on Web sites maintained by two popular newspapers, two land-grant universities, and the U.S. Department of Agriculture corroborated the Media Insider author’s assertion that expanding use of keywords will increase prospects of being found by journalists who use search engines. Further, the study indicated that nomenclatures popular with educators may reduce prospects for media exposure.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
