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Archive for the ‘Public Relations’ Category

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.

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.

Virtual Reality: New Platform for Media Relations

Wednesday, October 29th, 2008

Second Life Session

Virtual Reality and 3D platforms not just a child’s game. “Second Life: The Dream Platform for PR Professionals,” was the last session I took while attending PRSA International 2008, but it was one of the most effective. Why you may ask? Because Second Life isn’t just about creating an avitar and playing in a virtual world it is about jumping on board to the future of interaction.

Second Life not just another social media site, and these statistics prove that:

  • 14 Million Users
  • 100 Countries represented
  • 35 Million hours spent on Second Life a year
  • $1.5 Million UDS earned per day on virtual goods
  • 35 Median age of users on Second Life

What do these statistics say to us? They say that there is an untapped market that is not declining, but growing rapidly. 35 is the median age of the user, there are 14 million users in over100 countries, and $1.5 million dollars are made each day. This tells us that Second Life is not going anywhere but up. Vitrual worlds are now not only for children they are for adults.

Craig Newmark Keynote: Social Media and Democracy PRSA 2008

Tuesday, October 28th, 2008

Craig Newmark

Listening and continued engagement. This is how Craig Newmark, creator of Craigslist, explained the success of his business during a PRSA International keynote address: “How Social Media Creates a More Democratic Society”. Newmark explained that you have to do what makes sense and continue to engage your community. By engaging you build a culture of trust where shared values are expressed and followed. Success is achieved.

Craigslist is almost 99% free, with only 1% being charged for a services. To be successful Craig Newmark realized that he didn’t need to overtly charge the public who viewed and used Craigslist, but instead offer services to help cultivate and aid in the public’s growth. By helping to shape your community you are helping people try to succeed. You are doing well. Craig Newmark beleives by doing well in his business strategy he is doing good in his community.

“To do well in business by doing good,” is the simple business philosophy of Craigslist. PR and Social Media has a bad rap as not being a service for anyone but ourselves, as not being honest, but we are doing well in business, we help promote small businesses, we encourage growth of communities. Aren’t we doing good for society.

Giving Back To Those Who Impact PR – PRSA Keynote Mitch Albom

Tuesday, October 28th, 2008

Mitch Albom PRSA 2008

Tuesday’s with Morrie, the bestselling memoir by Mitch Albom speaks of the influence that we all possess as individuals. How we all have a certain power to cultivate the people we encounter. Morrie Schwartz was a professor of Mitch Albom’s when he was an undergrad. Morrie helped shape the way Mitch thought and the way that Mitch viewed his future. One man influenced another and from that a great journalist, sportscaster and motivational speaker emerged.

As PR and Media Relations Professionals we have influence on people. Every day we are shaping the way people view our clients and their products/services. We have the honor of cultivating the way people view what we have to say. We can impact society. Mitch Albom’s question as keynote speaker for the PRSA International 2008’s last day conference was, “Are you impacting people in a positive way? Are you learning from people as you are influencing them?”

PRSA 2008 New Influencers of Social Media Marketing

Tuesday, October 28th, 2008

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New influencers are creating new sources of media, who are these new influencers? You, me and even Joe the plumber. How is this possible? We are now publishers we are able to report, comment and even create news content, we have the news and the media is now coming to us.

Paul Gillin, author of The New Influencers, states that there are Ten Secrets to Success of Social Media. But to understand these we must first realize that traditional media is declining and that search is the new circulation. Once we understand this we as PR professionals will be able to understand how each person is an influencer of media marketing and will become more successful in our marketing and media strategies.

Secret # 1- Don’t Fear Negativity. We must learn to accept that we cannot control what people say, but that we can contain negativity to a certain degree. There are always going to people that may disagree with what you say or what you do, but the trick is to realize it and accept it. If you make a mistake fess up to it. After all if you don’t and it is proven that you were in the wrong you are just adding fuel to the fire.

PRSA 2008 Embracing Social Media and Deriving ROI

Monday, October 27th, 2008

Dr. Pepper Logo

Dr.Pepper and Guns N’ Roses, two things that couldn’t be further from each other –  yet Ketchum – has found a way to connect these. On behalf of Dr. Pepper, Ketchum launched a promotion, if Guns N’ Roses finally released their album Chinese Democracy, then Dr. Pepper would give everyone in the United States a free Dr. Pepper.

Guess what? Next month, Guns N’ Roses is releasing their much anticipated album. So what does this have to do with PR and Media Relations? Joanne Puckett, Vice President of Global Research for Ketchum and presenter of “Deriving ROI for Interactive Communications,” believes it relates due to the platform on which the promotion was sent. Ketchum realized that mass media is slowly declining, and that to create buzz around their client there needed to be an embrace of a new platform of communication enter Social Media.

By using social media to connect with an audience that may have never drank Dr. Pepper, Ketchum did something amazing. They connected two brands that probably would have never joined together, but by doing this they connected to a wider audience. This is proof that those who use social media are not just generation Y, but also generation X, baby boomers and everyone else in between. Dr. Peppers awareness has increased and they are now seeing an increase of 15% on their ROI. Ketchum embraced social media to derive a greater ROI for Dr. Pepper.

Word-Of-Mouth Media Relations: What Really Works?

Monday, October 27th, 2008

Word of Mouth Online or Off – What’s The Difference?

What are the most commonly used marketing objectives? What variables are used when planning a marketing strategy? What is the most influential contact point? These questions were the opening of, “Marketing, Media and Word of Mouth.”  We know the answer to all these questions right?

  • Awareness
  • Target
  • Word of Mouth

Presenter Jeffrey Graham, executive director, customer insight, The New York Times, stated that, ” there is a huge disconnect when it comes to word of mouth and context.”

What does this mean? For a person just starting out in PR and Media Relations it means we may be overlooking a significant part of our target market. By not paying attention to where information and opinions about our clients or their services are coming from we are missing what could be a either fatal or significant loss or win for out clients. How does this really effect us and our clients? Gabriel Tarde stated, “Conversation is the strongest agent of imitation, of the propagation of sentiment.”

PRSA International 2008: Evolution of Communication

Friday, October 24th, 2008

PRSA Conference 2008 Detroit

Constantly things are changing, communication itself is experiencing a renaissance of change, but can we handle it? Detroit, MI – once the center of the motorized world – is experiencing a rebirth from industrial motor plants to hosting international conferences like PRSA International 2008. If this once industrial city can evolve into a  robust and vibrant city of culture and information, then we can learn to adapt our methods of communication.

The programming of the 61st PRSA International conference demonstrates that once traditional approaches of PR are now giving way to a digital world.The first conference session that I will be attending is titled, “Word-Of-Mouth Online and Off: What’s the difference?” The session is going to examine how traditional word-of-mouth sells, the messaging is the same, but how we communicate that message is changing.

Example, in the 1920’s people found out how amazing automobiles were, this was done by talking to people that had one, had seen one or had heard about them from someone else. Now almost a hundred years later automobiles are advertised by word of mouth, on the radio, in newspapers, on social media sites, on television and on the internet. By learning how to evolve messaging we are able to influence our customer base and increase our clients ROI.

From the Horse's Mouth: 11 Tips for Pitching Reporters

Thursday, April 10th, 2008

Afternoon Sessions 002

One of the most valuable resources at an event like the recent Media Relations Summit conference in San Francisco is the opportunity to listen to what journalists themselves have to say about how they interact with PR people. I attended several panels with reporters from publications ranging from the New York Times to CNET. The reporters were fairly candid about works and what does not. Here are some key tips I gleaned from the summit reporter sessions.

  • Reporters STILL hate PR spam and irrelevant pitches. Such tactics are unlikely to generate coverage, it turns out. Shocking, I know.
  • The press release is still important. With all the talk about new media, I was surprised to hear virtually every reporter sing the praises of the good old fashioned press release, which they use to ensure accuracy and to organize information.
  • Print journalists are no longer breaking news. This is a major change that has happened over the last several years. Now, more than ever, journalists are looking for stories that analyze recent news trends. Online media, on the other hand, can be fiercely competitive for breaking stories.
 
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