Your SlideShare is downloading. ×
The Online Public Relations Opportunity
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

The Online Public Relations Opportunity

2,092
views

Published on

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.

Published in: Technology, Business

1 Comment
3 Likes
Statistics
Notes
  • download here link 100% working: https://app.box.com/s/olzwnk240vfm2ir8yfdw
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
2,092
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
1
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • 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