News releases treated with a new Search Engine Visibility tool provided by PR Newswire and search engine marketing leader, icrossing, will have a longer shelf life -- from a few days to six months or more -- and can be expected to show up higher in search results on leading search engines, according to the two companies.

(Logo: http://www.newscom.com/cgi-bin/prnh/20000306/PRNLOGO )

Launching through PR Newswire's secure customer extranet, PRN Direct™, the new service called "Search Engine Visibility" (SEV), will also give customers the ability to see exactly what phrases Web users use to arrive at customers' news releases. These reports, generated by icrossing, will help customers tailor future messages by providing relevant feedback on the most- used keywords and actions taken by Web users viewing the news release.

"One of the biggest challenges facing PR professionals and marketers in the Internet age is, 'How do customers and influencers find my news release online?' This service not only helps to place PR Newswire members' news releases in higher rankings on leading search engines, it also tells them how much traffic they are receiving from these engines, and reports on which search phrases were entered. Knowing which search phrases resonate best with the target audience, deliver the most actions, and drive the most qualified traffic, will give purchasers of Search Engine Visibility a powerful advantage," said Dave Armon, chief operating officer, PR Newswire.

With more than 550 million Web searches conducted every day, the new service will assist marketing and communications specialists in leveraging the power of search to reach and increase the visibility of their news release messages to anyone searching on the Web, including media, consumers, customers, and prospects, as well as the stakeholders and influencers that affect media coverage.

"With the increasing growth of the web, search has established itself as the key way to find information of all types -- it's fundamental. This includes media and media-related audiences that research their stories and seek relevant content specific to their interest," said Jeffrey Herzog, chief executive officer of icrossing. "We're excited to partner with PR Newswire, the recognized leader in new release distribution, and help their many customers leverage the power of search as a medium."

While SEV is designed to assist public relations professionals, it also assists investor relations professionals in their quest to reach individual and retail investors with the right messages in the places they visit every day to find news about a company.

icrossing's visibility experts will optimize a news release for indexing on leading search engines, once it is distributed through PR Newswire. Customers will be able to visit the SEV reporting site directly via PRN Direct to determine percentage of visitors from each search engine, actual keywords used in search and post-click action taken, all provided by icrossing.

"Because PR Newswire is the primary distribution service used by more than half of the publicly traded companies in America, our copy generates tens of millions of page views each month on the most heavily trafficked information sites and portals on the Internet. Search Engine Visibility will further enhance the effectiveness of news releases, providing users with greater visibility -- via search engines -- and invaluable feedback on their messages," said Armon.

The teaming of PR Newswire and icrossing provides the most depth and breadth in Search Engine Visibility for public relations. icrossing has provided similar news release optimization services for select clients such as Affinia Hospitality, an all-suite hotel group based in New York City.

"icrossing's Search Engine Optimization of our press releases for the Web has increased the visibility of our properties for users performing specific searches," said James Zito, manager of Interactive Marketing and Development for Affinia Hospitality. "icrossing helps us anticipate these searches with the news releases' messaging and themes, helping us drive sales. We see SEV as a natural extension of our interactive marketing efforts and expect it to connect us with more qualified leads."

About PR Newswire Association LLC

Now in its 50th year, PR Newswire Association LLC (www.prnewswire.com) provides electronic distribution, targeting, measurement, translation and broadcast services on behalf of some 40,000 corporate, government, association, labor, non-profit, and other customers worldwide who seek to reach a variety of critical audience including the news media, the investment community, government decision-makers, and the general public with their up- to-the-minute, full-text news developments. Established in 1954, PR Newswire has offices in 14 countries and routinely sends its customers' news to outlets in 135 countries and in 30 languages. Utilizing the latest in communications technology, PR Newswire content is considered a mainstay among news reporters, investors and individuals who seek breaking news from the source. PR Newswire's leading brands include ProfNet(SM), eWatch™, Online MEDIAtlas™ and MultiVu™. PR Newswire is a subsidiary of United Business Media plc of London.

About icrossing

icrossing pioneered Reverse Direct Marketing™, and is the industry leader in innovative Search products and services. Since 1998, icrossing has managed Search as a medium for the world's leading brands, including: JP Morgan, FedEx, Altria, The Sharper Image, Fairmont Hotels, and Wyeth Pharmaceuticals, and builds Search behavioral tools to market and quantify the results of any business, from a local retailer to a global conglomerate. icrossing brings more than six years of experience to bear in Natural Search Optimization, Natural Search Design, Paid Search, and Search Behavioral Analytics: from education and creative concept to execution and analysis. For more information, visit: www.icrossing.com.

   For more information, please contact:
   PR Newswire: Rachel Asche, Director of Public Relations,
   PR Newswire, 212.282.1929 or rachel.asche@prnewswire.com

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SOURCE: PR Newswire; icrossing