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The Online Public Relations Opportunity
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The Online Public Relations Opportunity

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Positive search results are a function of a proactive public relations campaign that includes online PR, social media and traditional public relations strategies. The Buyer Group helps clients get......

Positive search results are a function of a proactive public relations campaign that includes online PR, social media and traditional public relations strategies. The Buyer Group helps clients get positive online search results with measurable results.

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  • Excited to be here sharing this panel with Lee, Greg and Dana Also excited to see PR being represented as a influential factor of Search

Transcript

  • 1. News Search SEO
  • 2. online public relations optimized press releases a vital component of effective search & social strategies, gets the word out into the “search” version of editorial The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 3. defining the online PR opportunity editors journalists media analysts people direct to consumer news The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 4. today’s journalist Getting found in search results is now part of “media relations” Works on stories 24/7 may work for multiple publications media relations? less and less time to get pitched by PR professionals Lucky to have a job! The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 5. the online PR opportunity 3/4 reporters see blogs as helpful in giving them story ideas 70% reporters check a blog list on a regular basis 61.8% say blogs were having a significant impact on the “tone” of news reporting 1/2 journalists report visiting a corporate web site or online newsroom at least once a week 85% journalists report visiting a corporate web site or online newsroom at least once a month. Ironically, despite this new capability, a majority of journalists complain that when they visit organizations’ web sites, it’s often difficult to find the organizations’ media representatives and contact information. 64% journalists report they use google or yahoo! online news services to follow the news The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 6. The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency news search + editorial
  • 7. journalist + news search “ Write for clarity, forget the jargon, don’t over-optimize.” “ Email me the press releases with link to PRWeb.” “ Google News is part of my sourcing.” “ Press releases need to be simple and easy to understand as well as factual.” “ I find my sources through friends on facebook & linkedin!” The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 8. journalist + news search PROFILE: Real Estate and Technology Journalist • Writes for a Major Technology News Site • Reports Top 20 Technology stories each week • Finds stories by searching Google News each day by technology related keyword phrases and this is how she finds her top 20 stories • Looks at Google News every Morning • Uses Google Alerts by subject to keep up on industry news The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 9. journalist + news search PROFILE: Lifestyle Journalist • Writes for health + beauty publications • Uses Google Alerts to keep up on subject news. For Example: “natural hormone therapy” or “Botox” • Uses Google News Search before visiting a corporate website or before calling a PR contact • Puts out call for sources on Facebook or LinkedIn The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 10. people + news search people search on google news optimized press releases come up in natural search results AP style writing calls for journalist to write on a seventh grade level, press releases should too google alerts deliver press release news to Inbox The Buyer Group © 2008 www.thebuyergroup.com over-optimized press releases might get found, but won’t get read interactive public relations and branding agency
  • 11. 44 percent of American consumers who use: at least monthly The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 12. how to optimize news content? Stay tuned for…….. Lee Odden’s best strategies to get optimized with press releases and News Search SEO The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 13. news search resources The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency Newsforce.com optimization tool is cool Businesswire.com optimization tool is cool PRweb.com Marketwire.com PRnewswire.com Globenewswire.com
  • 14. news search strategies newsforce.com for guaranteed headlines with top tier publications The Buyer Group © 2008 www.thebuyergroup.com newsroom blogs versus web site newsroom being first to market, best opportunity for news search results interactive public relations and branding agency
  • 15. news search results The Buyer Group © 2008 www.thebuyergroup.com eye tracking study Direct to consumer interactive public relations and branding agency
  • 16. news search results The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 17. news search results The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 18. news search strategies The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
    • 12-month press release editorial calendar
    • editorial flight plans based on seasonal keywords
    • look for national news events to tie in press releases
    • provide this to the media in advance for story ideas
  • 19. The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 20. news search gets social The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency Twitter Facebook Groups LinkedIn - what am I doing, Q&A
  • 21. PR + SEO The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency PR + SEO =“a marriage made in heaven” Influences • News search results for optimal SEO • Optimized Web Content • Social Media
  • 22. public relations + search The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
    • under the radar when it comes to influencing SEO
    • SEO agencies should work in synergy with PR agencies
    • PR brings boardroom CONTENT to SEO
    • PR professionals and agencies need to have expert working knowledge about SEO
    • Online public relations strategies give business a strategic advantage over the competition
    • Work together with PPC/SEM campaigns for best results
  • 23. the PR/SEO investment The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency SEMPO Survey results on SEM/SEO Investment
  • 24. what’s cool about optimized press releases The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
    • SEO
    • Credibility
    • Perception
    • Vanity
    • Journalists find you, write about you
    • People find you
    • Online Branding
    • Lead generation - maybe
  • 25. just read… The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  • 26. blogs i follow… The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency www.falkow.blogsite.com www.toprankblog.xom
  • 27. top 25 online PR tips… The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency Email me [email_address] Subject: Top 25 Email Tips or give me your business card