Tag Archives: Online PR

Using PR for Search (some ideas from SEO moz video)

SEOmoz has some excellent Whiteboard Friday video classes on SEO and search topics.

This one in particular about using other people’s sites to boost your own business’ search ranking shows how using PR for search can prove to be very effective in combination with SEO.

While Rand Fishkin, the very engaging presenter and CEO of SEOmoz, does not really focus on PR it does show how it can be used effectively with search.  (Some SEO professionals don’t get PR or how it works although I am sure Rand does).

One thing Rand points out is when you get a piece in a magazine or newspaper’s website, or indeed on a blog, link to it.

The PR piece might not rank highly but by linking to it could be pushed up the search rankings.  This in turn gives greater visibility to your coverage.  This is excellent in brand improvement terms.

Content from PR, be it an article, presentation or release can be shared on a host of social media such as Slide Share, Quora or Google+.  All can give additional value to the PR content, something that you probably knew.

Without the PR professional the ability to harnesss other sites would be much harder.  The media outlet site’s would not be cultivated without the PR professional’s input.

There is a battle for control of social media (some say) between PR and search professionals, perhaps it is more about collaboration.

To go to Rand Fishkin’s video on using other people’s sites to boost your own site’s SEO click here

Three PR case studies (techniques) for oil and gas, legal and accountancy

Over the last couple of months a few posts have gone up focusing on public relations techniques and PR case studies on this blog.

This post is just to bring them together.

The first two are perhaps more examples of PR techniques than strict case studies, but are nonetheless valuable overviews of how PR can results from a number of effective techniques.

Legal PR case study

The legal PR post shows how current news items can be utilised for PR purposes.

Financial PR case study

The second with a tax accountancy firm shows how creativity can bring results, even for professional services.

Oil and gas PR case study

The third a PR case study in its true sense for an oil and gas related company shows how PR can generate real results online in terms of Google profile and links – ROI can be shown from PR.

Does a link come with that coverage?

The power is still with the journalist and rightly so when it comes to placing content in newspapers and magazines.

As a B2B PR it is about presenting an idea or content that sells – the content needs to be relevant to the readers and more attractive than any other story that is pitched in by numerous other agencies and in-house communications execs.

But when I have comments for a feature and more especially want to place a full article, perhaps a 1,000 words or more the criteria for which publication to approach tends to look ever more closely at the online aspect of the title.

Many publications neglected their online potential, that is changing (has changed) although there are still many titles that still have not realised that their online presence is key and possibly a valuable new source of revenue.

For those that do not produce the hard copy content in their online versions, writing a 1,000 words, or even 500 words, when there are other possibilities makes them second best to receiving good content – journalists still need submissions.   The choice of where to pitch also resides with the PR.

There are exceptions, publications that hit a certain demographic or are very prestigious overcome the doubts produced by less than impressive online credentials.

So if the online side of the publication is less than expected it is discouraging to offer a feature that will take a number of hours to produce with no Google ranking to raise online profile.

Moreover, it is ever more important to any client that has the Internet at the centre of its business to receive quality links.

Links add value to the client’s website and in turn the PR can demonstrate its contribution far beyond advertising equivalent values.

When I pitch I now check out the online version of the newspaper or magazine and ask, “Does a link come with that coverage?”

Simon’s battle with recruitment agency tells us a lot about neglect of online reputation

Simon Wharton of PushON has declared war on BD Recruitment.

A litany of sins committed against Simon when he clearly directed the agency on his wishes has provoked his wrath.  There are only so many unsolicited and irrelevant CVs any man can take.

Within a short time his irate blog post was only a few positions below BD’s site on Google.

The lessons are straightforward: managing reputation online is a constant 24/7 occupation.  It is one where just one voice can have a detrimental impact.

I placed a piece for Simon in What’s New In Marketing, an online magazine that was run by the Chartered Institute of Marketing, on organic search marketing some time ago.

One of the respondents was an electronics company that had read the piece and was clearly interested in Simon’s ideas.

When Simon brought up the URL there was a whole page of disastrous economic news following it.  The company had had a bad year but had recovered – their online reputation had clearly not and they were totally unaware of it.

I believe many businesses neglect their online reputation, not realising the round the clock damage their brand is suffering.

What is perhaps most surprising about this first story is that I came across it through Twitter today, a full year after the blog post about BD Recruitment.  And do you know BD Recruitment has not stopped bothering Simon and his angry post is still a few places below their website on Google.

The divide between Websites and PR: there isn’t one

Sometimes PR is seen as separate from what a business does with, or perhaps doesn’t do, with their website.

I think it isn’t appreciated how integral to PR a website or a blog is.

There is of course the ease or difficulty of a potential client finding a website they have been alerted to from a piece of PR, be it online or offline.  This mechanism is key.  If the client is lost at this stage after interest has been aroused, then it is a criminal waste.

But once they arrive at the website, does it offer them the content that will further strengthen their interest?  Websites should be packed full of engaging and helpful information.

Take Kintish, the networking training company, it has an abundance of articles and tips.  Will Kintish seems to be perpetually adding material and building and improving his site.

You might appreciate this already.  But websites affect “traditional” PR much earlier in the process.  When I pitch it is useful to put a web link.  When asked by a journalist what is the website and I do not want to give it because the site does not offer anything new, then I am already in danger of losing the journalist’s interest.

It is also an issue of confidence as well as information source.  The confidence to be able to call upon a resource to back up the PR efforts.

Anybody engaged in PR has to see their website as central to their campaign, even more so in this climate.  Unfortunately for them and many PR agencies the website is still seen as another chore, amongst many chores that are not key to their business.

Good books on online PR?

I am looking for the definitive or at least an insightful book on online PR

Does anyone have any suggestions?  I have looked at Amazon and nothing has really impressed me.  I need to revisit Waterstones.

Ideally published in the last year or so and of a reasonably high level, not an introduction.

Any ideas would be appreciated.

Save Sven using online PR

c_71_article_1047988_image_list_image_list_item_0_image.jpg

The Manchester Evening News is using its online muscle to try and persuade Frank (the City owner) to keep Sven.

The MEN is using Twitter, Flickr, a linking strategy to blogs (such as this) that are supporting the campaign and the makings of a viral campaign combined with the newspaper and the accompanying image to stick in your window.  There is no irony here this image is in my window!

A reflection of how things have changed.