Online PR Tactics to Get Your News on the Front Page…of Google!
 

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Online PR Tactics to Get Your News on the Front Page…of Google!...

Online PR Tactics to Get Your News on the Front Page…of Google!

In this webinar, we dive into the online public relations space, the new arena for pitching and delivering news. News used to take days to disseminate, but today the news cycle happens in a matter of hours. Public relations professionals and businesses will learn how to penetrate this space quickly and effectively as Sarah, Elise, Abby and Ann-Marie explore the following topics; the importance of Social Media Participation for PR, connecting with social media influencers and bloggers, press release optimization best practices, and using social media tools to maximize your press release visibility.

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  • Though many of you have heard this before, its so important that its worth repeating.First and foremost, before you participate in social media for any reason – including for online PR – you must have a goalWhat will you be measuring? Will it be online mentions or sentiment of mentions? You must figure this out when you start participating.You should also developing a cohesive social media strategy to implement with that goal in mindYou will also need to benchmark so you know where you started!Without a goal and benchmarking – measuring ROI will be impossible.. you need a starting point to really see how effective your strategy is!Once you know what you are going to track– do just that! Track your results along the way.
  • People are always asking me what the difference between online and offline PR is. To me, the main difference is quite simply the audience. The discipline of Public Relations overall is concerned with maintaining a public image for businesses, non-profit organizations or high-profile people, such as celebrities and politicians. (Wikipedia)Offline PR deals with the mediums of print, radio, TV, Events or Conferences and other “Real Life” venues. What I mean by audience, is that online PR tactics are typically concentrates on that same goal but instead more focused on the online audience and are geared towards influencing media and communities that exist solely or at least primarily online and utilizing online distribution channels to spread the messages. These audiences include search engines (Yes, I see the search engines as a very specific audience in and of themselves), blog readers, forum participants (discussion threads), and word of mouth on social media networks. Of course, if you mean to reach these audiences then you too will need to speak their language, use their tools and be a part of their networks.

Online PR Tactics to Get Your News on the Front Page…of Google! Presentation Transcript

  • 1. Online PR Tactics to Get Your News on the Front Page…of Google!
    Featuring Abby Gilmore, Elise-REDLin cook, ann-marie jancovich and sarah moraes
  • 2. Online PR Tactics to Get Your News on the Front Page…of Google!
    Today’s AgenDa
    THE IMPORTANCE OF SOCIAL MEDIA PARTICIPATION featuring @abbygilmore
    CONNECTING WITH SOCIAL MEDIA INFLUENCERS featuring @annmariej
    PRESS RELEASE OPTIMIZATION BEST PRACTICES featuring @redlincook
    MAXIMIZING PRESS RELEASE VISIBILITY featuring @running4it
  • 3. The Importance of Social Media Participation for PR
    @abbygilmore
  • 4. Have a Goal
    • Have a goal or main focus in mind
    • 5. Develop a strategy
    • 6. Benchmark
    • 7. Without goals and benchmarking, measuring ROI is impossible
    • 8. Track results along the way
  • Identifying Channels
    • Identify appropriate channels to participate on
    • 9. Complete market research
    • 10. Consider social listening
    • 11. Focus on channels where your target market is active
    Photo credit: Matt Hamm
  • 12. Be a Resource
    • Create compelling content including free guides, whitepapers, videos, articles and more
    • 13. Think of every blog post as a resource
    • 14. Promote these pieces of content through social media to help your online PR with the SERPs and with your customers
  • Conversational Marketing
    • Answer questions on Twitter, Quora, Yahoo Answers & forums to increase brand awareness
    • 15. Share resources and stories
    • 16. Participate in conversation wherever you can
    Photo credit: bensonkua
  • 17. Conversational Marketing
    Why does it work?
    • People care about themselves! Help them help themselves with your resources
    • 18. People love talking! (Seriously, they do)
    • 19. Brands active on social media are remembered. Be memorable!
  • Empowering Customers
    • Give customers a sense of community by participating in social
    • 20. Encourage user generated content to get others involved and help your online PR efforts and reputation
    Photo credit: bensonkua
  • 21. Building Brand Loyalty
    • Get the conversation going
    • 22. Utilize social media accounts for promotions, monitoring conversations and brand mentions
    • 23. Target specific users
    Photo credit: bensonkua
  • 24. Be Authentic
    • People will see right through you if you are not authentic, and they will tear you apart
    • 25. Respond to questions, comments and concerns (and NOT by setting up auto-responses)
    • 26. Encourage feedback and recognize your customers are being heard
    Photo credit: bensonkua
  • 27. Connecting with Social Media Influencers
    @ajancovich
  • 28. Making the Connection
    Targeting Bloggers/Media
    Monitor/Listen
    Engage
    Pitch
    Start today by…
  • 29. Importance of Blogger & Media Outreach
    • Reaching an audience where credibility/trust has been established
    • 30. Garner unbiased reviews of your products
    • 31. Introduce your brand, generate interest and drive visitors to your site
    • 32. Has the potential to go viral.
  • Where my bloggers & reporters at?
    Find niche blogs
    • Technorati
    • 33. AllTop
    • 34. Top Blog Lists
    • 35. Google Blog Search
    Locate Journalists by beat/topic
    • Twitter
    • 36. Journalist Tweets
    • 37. MuckRack
    • 38. HARO
    • 39. Vocus
    • 40. Linkedin/Facebook
  • Tracking the Tiger
  • 41. The Rules of Engagement
    • Become familiar with their body of work
    • 42. Monitor and listen
    • 43. Ask how they feel about a particular topic
    • 44. Contribute your resources or experience
    • 45. Tweet any relevant information to your audience
    Monitoring Tools
    • Bloglines
    • 46. Google Reader
  • Blogger Outreach Code of Ethics
    We will seek to present you with a range of opportunities to work together around a campaign, so that you can create the best experience possible for your audience. We acknowledge that, when it comes to knowing your audience, you are the expert.
    http://bit.ly/dLVGQt
  • 47. Pitching the Social Media Release
    • Find right audience + proper message
    • 48. Stay targeted
    • 49. Personalize
    • 50. Keep it brief
    • 51. Focus on authenticity
    • 52. Have something interesting to offer
    DON’T
    • Use a blanket pitch
    • 53. Send attachments
    • 54. Sell your product/services
  • Start Outreach Today By…
    • Following people and organizations of interest
    • 55. Browsing blog directories for hot topics
    • 56. Subscribing to blogs & Following tweets
    • 57. Joining the community: Forums
  • Press Release Optimization Best Practices
    @redlincook
  • 58. What’s the Difference?
  • 59. The Search Engines ARE Watching…
  • 60. The SEO- Friendly Press Release
  • 61. What’s in a Headline?
    • Pick the most relevant keyword
    • 62. Place the keyword as near to the beginning of the headline as possible
    • 63. Try not to exceeds 8 words
    • 64. Ensure that the headline accurately summarizes the content of the release
  • Keywords, Keywords, Keywords
    Include the Primary Keyword:
    • Headline
    • 65. Subtitle
    • 66. First Sentence, or first Paragraph if possible
    • 67. No more than 2-3 Times throughout the body
    • 68. In the last paragraph
    • 69. If you can customize the press release URL, include that keyword.
  • Anchor Text & Hyperlinks
    DO
    • Use anchor test hyperlink that are your keywords and URLs or similar phrases
    DON’T
    • Overuse hyperlinks- No more than 1 per 100 words.
  • Rich Media Content
    • Add Images and Video- AND DON’T FORGET THE TAGS!
  • Categories and Additional Tags
    • In the world of SEO, the rule is to make sure that you include as much information in the available categories and tags section of the release!
  • Tools to Maximize Your Press Release Visibility
    You’ve distributed your news to the media, so what’s next?
    @running4it
  • 70. Have a Limited Budget?
    Not all press releases have to cost $500…really!
    • FreePressIndex
    • 71. Free Press Release
    • 72. PR Leap
    • 73. ClickPress24-7
    • 74. Press ReleasePR.com
    • 75. Pitch Engine
  • The Social Media Release
    What’s the difference?
    The Social Media release does not replace the traditional release, but complements it.
  • 76. Get Social with It!
    You’ve distributed your news to the media, but what about your own audience?
  • 77. Social Bookmarking and News Sites
    Digg
    Yahoo Buzz
    StumbleUpon
    Mixx
    Reddit
    Propeller
  • 78. Have a Press Room!
    One-stop shopping for all your news, events and other cool stuff….
    Post press releases…most recent up top
    Create a visually appealing press kit…ditch the boring fact sheets and get creative
    Make it easy for them to get a hold of you
    You know your brand guidelines, but do they?
    You spent a lot of time creating that logo, don’t let them screw it up
  • 79. The Results!
    • Newspapers
    • 80. Magazines
    • 81. Trade Publications
    • 82. Television
    • 83. Radio
    • 84. Internet
    • 85. Blogs
    • 86. Online News Sites
    • 87. Online Magazines
    • 88. Social Media Sites
    • 89. News Aggregators
    • 90. Search Engines
    Increased:
    Search engine visibility
    Media visibility
    Website traffic
    Credibility
    Referral opportunities
    Accessibility
    Top of mind awareness
  • 91. @charliesheen
  • 92. Q & A
    Contact: Patty Adams
    pattya@verticalmeasures.com
    602-314-3467 (direct)
    www.VerticalMeasures.com