Where PR and Search Meet

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Search Innovation Seminar Presentation by Scott McLean of Speed Communications.

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Where PR and Search Meet

  1. 1. Where Public Relations and Search Meet<br />17 June, 2011<br />
  2. 2. Impact of the web upon PR<br />Companies<br />become<br />publishers<br />New <br />influencers <br />to influence<br />Ability to communicate<br />directly with the audience<br />
  3. 3. What we’ve quickly learnt<br />Influence can’t happen in isolation. We need to drive audiences somewhere<br />That means we need to care about where they are being driven to<br />
  4. 4. What we’ve also understood<br />Companies just want their clients to go to their website and buy<br />Most companies try to educate, inform, influence and sell to customers all from one site<br />
  5. 5. What we’re doing to help<br />PR not only helps drive traffic but influences how you want them to be thinking when they arrive<br />
  6. 6. The audience journey<br />Understand the audience journey not just in terms of clicks but in terms of mindset<br />What social media <br />do they inhabit?<br />Brand awareness<br />Perceptions &<br />misconceptions<br />Product awareness<br />Who are the<br />Influencers?<br />Product benefits<br />
  7. 7. Example 1: Vanilla market<br />Press<br />Ad words<br />Links<br />SEO<br />Events<br />
  8. 8. Example 2: Changing perceptions<br />Economist<br />
  9. 9. What else?<br />Managing your reputation online<br />Engagement will be superseded by participation<br />
  10. 10. Thank you<br />Scott McLean<br />scott.mclean@speedcommunications.com<br />Tel. +44 20 7842 3260<br />Mob. +44 7917 095695<br />www.speedcommunications.com<br />

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