Media Relations Blog
Dedicated to the world of media, public relations and marketing from TopRank Marketing.

Archive for the ‘Online PR’ Category

Top Reasons Why Public Relations Needs to Optimize

Friday, August 3rd, 2012

Optimize Public Relations

The public relations world is in a state of flux with increasing importance on getting into the content and social web business. Consumers are spending more time with digital and social media. Advertising dollars are following. That means less budget to staff newsrooms and reporters, journalists and editors to pitch.

Understanding the needs of their “customers’ customer” is essential for PR agencies and communications professionals to remain relevant and productive. “Push PR” is increasingly being complemented by “Pull” tactics – optimization for discovery. Being able to provide value is essential and here are 3 ways a better understanding of SEO can do just that.

1. Fish where the fish are.

There were over 14 billion core searches in Dec (comSore) vs 285 million who watch TV in a given month (Nielsen). Consumers rely on search daily to find news and information. PR and communications types need to understand the consumer search behaviors and preferences (keywords) of their clients as well as the publications they want their clients to be covered by.

8 Tips on Boosting PR Results with Social Media & SEO

Wednesday, February 2nd, 2011

Social Media PR & SEODespite company marketing and public relations budgets being in a state of ambiguity, many public relations organizations are focusing on social media, trying to figure out “do’s and don’ts” to improve online reach. At the same time, search engine optimization (SEO) of news content is fast becoming an established part of the mix for many public relations programs.

On their own, SEO and social media channels offer attractive opportunities for reaching industry influentials as well as end-consumers through push and pull public relations. Together, SEO and social media combine to create a competitive edge that can boost online public relations results.

Why is this so? Changes in the way the media and end-consumers discover, consume and share content illustrate the intersection of opportunity for both the search and social Web. Today’s increasingly social media savvy content consumer not only expects to find what they’re looking for on search engines, but to interact with the results. Those interactions take many forms including: commenting, voting and sharing. As a result, social media can affect search engine visibility in numerous ways, creating new promotion opportunities for public and media relations efforts.

Beginner’s Guide to SEO for Optimized PR

Monday, October 11th, 2010

SEO for Public Relations
The following post about search engine optimization for public relations (SEO for PR) was written by Chris Pilbeam of Vocus based on an interview with TopRank Online Marketing CEO, Lee Odden.

SEO helps a search engine to do its job more effectively.

Search engines aren’t perfect – that’s why people in SEO are flourishing. People who write web copy often only consider one audience: customers, or analysts; maybe journalists. You should consider the extra audience of search engines.

SEO boils down to three elements: keyword research, site interactivity, and links.

1) Keyword research reveals the permutations and variations of the terms people are searching for. Start with the notion of what’s important and pop that into a keyword research tool. It comes back with multiple versions, ordered by popularity, so you can make smart choices about the words you use in your titles and press releases and articles.

2) The technical aspect of how a search engine interacts with your site is, in most cases, a job for your IT department.

5 Reasons Online PR is the Great Equalizer for Small Businesses

Thursday, September 23rd, 2010

The following is a guest post by Jiyan Wei, director of product management for PRWeb leader in online news distribution and online publicity. For more tips on using press releases, follow @PRWeb on Twitter or like them on Facebook.

online PR

Operating a small business can be daunting enough without having to compete against the already established companies in your industry. However, with online PR, you can quickly gain a firm footing and begin to assert your company’s presence. Despite their size, small businesses have several advantages over their larger sized counterparts:

  • Small Businesses are much more nimble
  • Online PR is best if done incrementally, doesn’t require large resources up front
  • Creativity levels the playing field
  • Online PR is still a relatively new field
  • Success can come quickly, if you’re sharp

How to Optimize PR for the Web

Tuesday, August 17th, 2010

“People who write web copy often write for a particular audience: customers, or analysts, or journalists. But there’s an extra audience you should always consider: search engines.”

Lee Odden is a man with a message: write to your audience. Of course, PR pros knew that already. If we’re pitching to a tech publication, we talk tech; if we’re pitching to a newspaper, we’re topical. However, we’re still ignoring the audience of the search engine – and it’s one of the most influential publics we have. Search engines don’t buy our products and they don’t write the news – but they influence everyone who does. No one knows this better than Odden, CEO of TopRank Online Marketing. His business is built on optimizing brands’ online performance, and he believes that ‘Optimized PR’ – the practice of integrating the opportunities offered by search engine optimization and social media into your PR – is the future.

New Webinar: Optimized Public Relations

Wednesday, January 27th, 2010

Photo Credit: Andy Beal

On Thursday, January 28th 1PM EST TopRank Online Marketing CEO Lee Odden and Bulldog Reporter will be offering a high impact webinar for Public Relations and Communications professionals on using search engine optimization to increase online visibility and placements. Details are below, but you can register here:

Optimized Public Relations: 10 Easy SEO Tactics PR Can Use to Increase Digital and Traditional Media Pickup in 2010 Bulldog Reporter’s PR University Presents a New Webcast Tutorial Thursday, January 28, 2010

PR pros looking for the latest SEO tools and know-how to build brand and buzz should attend this new webcast tutorial from Bulldog Reporter’s PR University titled: “Optimized Public Relations: 10 SEO Tactics PR Can Use to Increase Digital and Traditional Media Pickup in 2010.” :

This PR University webcast takes place on Thursday, January 28, at 1PM EST (noon CST, 11AM MST, 10AM PST).

In just 90 minutes, this PR University webcast tutorial will give PR professionals the tools and step-by-step instruction they need to positively impact their company or brand’s perception, positioning and coverage. They will learn how to find their keyword sweet spot, how to use those words and phrases to boost the number of people who visit their site and how to write optimized copy to drive greater results and return on investment.

Testing SEO & Social Media Readiness: 6 Questions

Tuesday, August 25th, 2009

6 Questions for Digital PR Readiness The PR industry is in a state of flux with increasing emphasis on the digital and social side of communications.   In the context of digital PR, social media and search engine optimization can work together to compound results.  As PR efforts continue to emphasize content publishing, digital and social communications, the opportunity to keyword optimize content for search is low hanging fruit.

Forward thinking companies would do well to assess the SEO and social media readiness of their marketing and PR resources.  Is the current digital PR effort leveraging improved visibility through search engines? Do current PR and Marketing staff or vendors possess the digital PR tools they need to offer competitive consulting in a “PR 2.0” world? Consider the following questions to assess the SEO and social media readiness of your digital PR assets:

  1. Is social media participation conducted without attention to SEO?
    According to the iPressroom Digital Readiness Report, social media adoption outranks organic SEO. Yet more than 82% of Internet users surveyed in “When Did We Start Trusting Strangers” (published by Tom Smith, one of the researchers of the Digital Readiness Report) stated search engines are the tools most frequently used to source information about products, brands and services. That disconnect reinforces the need for search engine optimization as a key digital marketing and PR tactic.

Measuring the ROI of Online Public Relations

Wednesday, July 1st, 2009

Measuring the return on investment from online marketing and PR efforts is essential as an indication of success as well as a feedback mechanism to guide subsequent efforts.

Determining the effectiveness of SEO for Public Relations starts with clearly identified objectives. Matching the purpose for the effort with specific metrics is essential.  For example, if improving brand visibility is a goal, then documenting brand mentions in connection with news & PR content at regular intervals can demonstrate the effect of content promotion and link building.

Online PR metrics and tools often include:

  • News wire service metrics (see screen capture below)
  • Web analytics for landing pages and web site
  • Google and Yahoo alerts
  • Monitor blog search engines (via RSS)
  • Press release landing page conversion tracking
  • Social media monitoring
  • Inbound links
  • Pickups on blogs
  • Pickups on other web sites & online publications
  • News and Standard Search Engine Rankings
  • Conversions: Less likely sales, more likely white paper downloads, webinar signups, newsletter subscriptions, demos, etc

Media Relations Guide to SEO

Sunday, May 17th, 2009

This post is a preview to the presentation that TopRank Online Marketing CEO Lee Odden will be giving at the upcoming Media Relations Summit, New York, NY May 17-19 on Search Engine Optimization Tips for Media Relations.

Many public relations practitioners have warmed in recent years to the power of search engine optimization for growing the impact of pull based PR efforts.

Journalists, bloggers and industry influentials use search engines to find subject matter experts, research companies, locate past media coverage and track topical trends. In fact, a recent survey on journalists’ use of search by TopRank reports that 91% of those journalists, reporters and editors surveyed use search engines to do their jobs.

Traditionally, search engine optimization efforts have been managed by corporate marketing departments – either in-house or through an outside agency. However, will all the opportunities to create value in the form of increased online brand visibility, reputation management and internet based media coverage, public relations deserves a seat at the corporate SEO table.

Digital PR in a Recession is About Building Relationships

Friday, March 6th, 2009

While marketing budgets are being cut or shifted, many companies are holding on to public relations — especially B2B companies.  A recent story in BtoB Magazine, “Marketers stay in the conversation with PR,” tells the story of a company that relies on case studies as part of their public relations efforts. Since many of their customers conduct research as part of the sales process, the case studies promoted via public relations efforts are an instrumental part of their ability to attract new customers.

Public relations is more than press releases and media relations efforts to pitch journalists stories about companies. Public relations also involves building thought leadership, social media engagement, content development, internal company communications and many more aspects of corporate communications that affect marketing.

Due to the shift of advertising and publications online, newsrooms have been dealing with limited resources due to job loss and budget cuts for several years. The recession has not improved that situation and creates even more pressure for journalists to produce more content with fewer resources. Public relations and media relations efforts help meet that need for content by delivering story ideas, research, subject matter experts and resources.

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