MEDIA RELATIONS
& THE INTERNET
Michael Tighe, November 21, 2008

Introduction
Who Am I?
What do I do?
Search Engine Optimization (SEO)
Information Architecture (IA)
Social Networking
Web Development

How I Roll
Im
I’m all about helping.
Ask Questions.
My Contact Info:
Google me (Mike Tighe)
Web Site: www.miketighe.net
www miketighe net
Company: www.mrare.ca
Twitter: @miketighe
E-Mail: mike@mrare.ca

The Internet As A News Medium
More Sources
Faster
Hard T k
H d to Track

The Internet As A News Medium (2)
( )
Online Sources Can Be Split Into
Traditional Media
New York Times
Blogging (via Visit, RSS, or E-Mail)
SEM Insights
Social News
Digg, Reddit, or Niche Networks (like Sphinn.com)
Aggregation Services
Google News, Google Blogs

Example
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Social Sites Include Text/Video/Photo Content

Example
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News Aggregators Make Finding & Personalizing
News Faster and Easier

And Now, A Pretty Chart
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Traditional TV Print Radio
Online Social
Online News Media Bloggers
News

Example
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Online Media Relations

How Is This Relevant To You?
Your careers are based around Information
Media Relations
To Inform
Maximize Public Exposure for a Company/Product/Service
p p y/ /
Public Relations
To Manage
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Make good news better
Mitigate the bad

More On Relevance
Relevance is really the basis for what we do.
The Internet provides infinite sources.
So the questions are:
Which sources are relevant to your objectives?
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How can you find those sources?
How can you promote your message?
Using the Internet, how do you become a source for
searchers?

Establish & Find Opportunities
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Recommended Reading:
g
Tribes by Seth Godin
Which
Whi h sources are relevant t your objectives?
l t to bj ti ?
Billions of web sites, thousands of media related sites.
Establish a select few with which to push your message.
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How can you find those sources?
Search Engines
News Aggregation
Alerts

Example
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How Alerts Work

Tips On Alerts
p
Don t
Don’t just type in words, try the actual web site
address as well.
Example:

Promote Your Message
g
You’ve established and found opportunities or
pp
people talking about you.
Now What?
Write Targeted Releases & Articles.
Specifically for your audience.
Meaning you have to spend some time understanding them.
Don’t lose sight of your end goal.
Awareness?
Driving Web Site Traffic?

Become a Source for Searchers
How can you show up in search?
The same as “writing a targeted release or article”.
In the end, it is really just a message
end message.
So how do we structure our message then?
Determine important keywords/phrases
Work them into
Headline/SubHead
Copy
py

TIP: Say It! Don’t Imply It.
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You are on the internet, just one click and a user will
be:
On Your Site
With Your Messaging
Seeing Your Branding
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Closer To Taking Action Than Any Other Medium Can
Provide.

Example
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Example
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Make Search Engines Love You
g
Using the tips on how to structure a message.
Determine Keywords/Phrases
‘Massage’ Those Into Your Content
Massage
Search Engines Look for Relevance
g
Headline Containing Keyword (***)
Body Copy Containing Keyword (**)

And, Show Up For a Relevant Search
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For the search “CP Spirit Train” this appears:
CP Train
Due h i
D to how it was written.
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Furthermore, this article links to the web site for this
event, thus driving traffic and making the event site
h di i ffi d ki h i
rank.

Ranking = Perceived Expertise
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Make your self accessible via search.
Tip: Write for trends.

Other Topics
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The Internet & Questionable Sources.
Exploring Internet Based News Outlets.
Touch on Social Media News
News.
Reaching Bloggers.

Good Resources
http://www.seo pr.com/
http://www.seo-pr.com/
http://www.briansolis.com/
http://seminsights.com
http://seminsights com
Contact Me:
C M
mike@mrare.ca
http://miketighe.net
h // ik i h