If you run a non-profit or business, you’ve likely already established relationships with your local media and press. Even if you haven’t, odds are you’ll need to send out press releases, media advisories or other material some day.

When most folks think “press release” they think “traditional media.” The two kind of go hand-in-hand, right? But, in this new world of social media and networking, you should also pay attention to local bloggers, online-only news organizations or other important internet-based information services, and you should utilize social media and networking to gain more exposure for the information you’re sending out via press.

Here are three simple ways to integrate your own social media and networking into your media-press relations:

Publish your press release online

If you’re sending out press materials, be sure to publish them online. Provide a link to the release in the body of the email you’re sending to local media organizations and bloggers. The online version will be of particular importance to bloggers, who’ll appreciate having another source to link to when writing about your business or organization. When they do write their story and link to your press release, your company or organization’s website will benefit from their readers clicking over to see more about your latest product, service or initiative.

Customize the release for online reading

When you publish your release online, and especially if you plan on it getting attention from non-media folks, customize the text so it reads more like a news story and less like a release or advisory. Strip out the “For Immediate Release” and other press-related jargon. Doing so will make it more friendly to non-media readers but the release and its basic information will remain the same.

Post your release to social networking sites

You’re never guaranteed coverage, either in local traditional media or in your local blogosphere. That’s a given. So what can you do to create your own buzz? Publish links to your press release to your various social networking accounts and share it with friends. You’ll not only benefit from any exposure you get elsewhere, but you’ll also be taking a proactive approach on your very own. Send the link out on Twitter, with a quick but interesting teaser describing what your release is about. When posting to Facebook, be sure there is some sort of captivating image on your site. Facebook will grab it and post it along with your short description. Once again, your blog or website will benefit from increased readership. (Bonus: If you have a video some how related to the new product or service, post that link on Facebook and let the site embed it in your status updates and news feeds.)

Francine Hardaway delved into her thoughts on 6 Reasons Small Businesses Need WordPress over at FastCompany yesterday.

Quoting from her…

1. WordPress can do anything you need it to do, and for a small business, that’s a gift usually reserved for expensive sites.
2. Plug-ins for WordPress are the business-to-business version of apps for the iPhone.
3. WordPress is easier to use than you think.
4. WordPress was founded by an idealist, Matt Mullenweg, as a kid who believed it belonged to the community. It’s open source, can’t be sold and lets you retain control.
5. WordPress has critical mass. It’s now a dominant platform.
6. WordPress no longer looks like a blog. It’s now a content management system.

Head over to her post for her elaborations.

Overall, I think Hardaway hits the nail right on the head. I’d add just a couple more points:

7. WordPress is highly flexible and customizable. Hardaway addresses this slightly in her “WordPress no longer looks like a blog” point, but elaborating further: WordPress allows for an almost immeasurable amount of customization from layout to basic site uses. Best of all, the customization is rather simple and easy.

8. WordPress has a huge, worldwide community of users and developers. Ever have a problem, question or need? Expert, or at least near-expert, answers can be found with a few clicks of a mouse.

9. WordPress’ large community also means plenty of choice, particularly when it comes to themes. If you don’t have the money to hire a designer or the knowledge to build a site yourself, you can choose from thousands upon thousands of quality themes.

P.S. — And all this happy love over WordPress doesn’t have to be reserved for businesses. It’s great for non-profits, too!

Like social media integration, the use of email marketing can increase awareness of your business and its product(s) or your organization and its services.

Having a website is a great first step to any online strategy. But, without any tools to bring people to your site it will sit unnoticed, lonely, ineffective. Social media and email marketing takes your business or organization to the people who need and want it. Instead of relying on chance, hoping people visit your site, you can be proactive and take your brand and message directly to the audience you seek to serve. (Be sure to read, “What is social media, and how can it grow my brand?”)

Choosing the best method

Some folks often compile email addresses and simply send out bulk emails from their email account. It works, but only briefly. Eventually, your email address could be branded a spammer. Before you know it, you’re emails are being lost into the abyss of spam and junk folders. There are smarter ways to manage and build your email list, and plenty of companies offering email marketing services for relatively affordable pricing structures.

Building your email list

You can build your database of email addresses in many ways. Obviously, you want to promote the list on your website and in your other social media outlets. You can also collect email addresses when you receive donations or a customer buys a product. Do you go to fairs or festivals? You can collect email addresses there, too. Just make sure you’re clear with supporters and customers when they are making a donation, buying a product or completing an email list sign-up form: let them know they’re address will be added to your list and give them the opportunity to opt out.

Utilizing your list

When operating an email list the one thing you most need to be aware of is the needs of your customers or supporters. Chiefly, be mindful that many folks often receive lots of emails in one day; you don’t want to crowd up your supporter’s inbox. You can avoid alienating customers by making sure your emails are timely, contain interesting or useful information and, most importantly, contain new information. The biggest mistake an email list operator can make is including the same information in multiple emails over a period of time: customers and supporters will quickly learn your messages aren’t important and don’t contain anything useful to them. In short order, they’ll either quit reading your messages, or worse, they’ll unsubscribe.

To make best use of your email list, decide on how often you want to send it out and try your best to stick to it. Ask yourself: Should this be sent out weekly, bi-weekly, only when something urgent or important happens? If you decide to send something weekly or bi-weekly, don’t be afraid to skip a week if nothing new or important can be included in the message.

Lastly, be sure to connect your email message back into your online presence. Don’t leave your customers or supporters with a dead end: leave links to your website and social media outlets.

An awesome YouTube video, via my fried @AndySzekeres.

A must watch…