PR Web’s partnership with Zemanta, a free content discovery tool that automatically recommends relevant content to bloggers as they work on posts, is a smart way to expand a news release’s reach.

According to a release announcing the partnership, if a PR Web customer’s release is considered relevant by Zemanta’s recommendation engine, it will be suggested as related reading to bloggers using the application. 

“We are providing a better way to connect our customers with the blogging community,” Jiyan Wei, director of Product Management at PRWeb, says in the release. “The Zemanta engine ensures that relevant customer content is provided to bloggers — who have opted to subscribe to Zemanta’s application. It’s both a savvy and friendly means to boost visibility for our customers in the social media space.”

Social media has become an increasingly significant way for ad agencies to reach target audiences, and getting news to bloggers who want it should be a vital part of a PR strategy.

While it’s relatively easy to look up traditional media outlets and reporters through directories and Internet searches, identifying appropriate bloggers is more of a challenge.  Zemanta helps solve that dilemma.

PR Web is Zemanta’s first newswire partner, and the arrangement is something that should benefit both organizations as well as ad agencies looking for ways to get their clients’ news in front of more people who have an interest in it.

Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.