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What is PR?


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Basics of PR for SEO professionals

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What is PR?

  1. 1. What is PR?<br />A guide for SEO Professionals<br />09/03/2011<br />@SEOPRTraining<br />
  2. 2. Contents<br />What is PR? CIPR definition<br />Position<br />Protect<br />Promote<br />Why does it matter?<br />09/03/2011<br />2<br />@SEOPRTraining<br />
  3. 3. 09/03/2011<br />3<br />@SEOPRTraining<br />Public relations is the discipline which looks after reputation, with the aim of earningunderstanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.<br />Source: CIPR (Feb 2011)<br />
  4. 4. So what typically do PR people do?<br />Each case is different, but let’s talk you through some possibilities….<br />09/03/2011<br />4<br />@SEOPRTraining<br />
  5. 5. Help position an organisation, company, individual<br />Identify what makes them special <br />Identify their audiences and what appeals to them<br />Identify key stakeholders and their needs (staff, stock markets, industry bodies<br />Look at what their competitors are doing and ‘differentiate’<br />Audit current (and past ) reputation and activities<br />Distil ‘messaging’<br />Identify the ‘stories’ we want to share as proof points<br />09/03/2011<br />5<br />@SEOPRTraining<br />
  6. 6. Help protectan organisation, company, individual<br />Internal communications<br />CSR (corporate social responsibility): assess who is affected by their actions, and how anything potentially negative can be changed or mitigated<br />Crisis management: planning and implementation<br />Media (including social media) policies and training: help prevent mistakes and make the best of opportunities<br />Financial PR/stakeholder communications<br />Values programmes<br />09/03/2011<br />6<br />@SEOPRTraining<br />
  7. 7. Internal communications<br />Media relations<br />Social media outreach<br />Financial PR<br />Lobbying<br />Investor relations<br />Sponsorship<br />Events<br />Stunts<br />Speaker Platforms<br />Analyst relations<br />09/03/2011<br />7<br />@SEOPRTraining<br />Promote<br />Word of mouth<br />Experential<br />Mobile<br />Thought leadership<br />Online engagement<br />
  8. 8. Making the most of clients’ marketing spend ie better service<br />Improving quality of on-line content ie more credible results<br />Ensuring that PR works with/for SEO campaigns ie better results<br />Revenue opportunities for SEO Agencies ie better bottom line<br />10/03/2011<br />8<br />@SEOPRTraining<br />Why does PR matter for SEO people?<br />
  9. 9. Call or email us to find out more about the concepts in this introduction<br /><br />+44(0)1420 540227<br />10/03/2011<br />9<br />@SEOPRTraining<br />Contact SEO PR Training<br />Prepared by Claire Thompson, SEO PR Training<br />