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!

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!

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