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The Online Public Relations Opportunity

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Positive search results are a function of a proactive public relations campaign that includes online PR, social media and traditional public relations strategies. The Buyer Group helps clients get positive online search results with measurable results.

Published in: Technology, Business
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The Online Public Relations Opportunity

  1. 1. News Search SEO
  2. 2. online public relations optimized press releases a vital component of effective search & social strategies, gets the word out into the “search” version of editorial The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  3. 3. defining the online PR opportunity editors journalists media analysts people direct to consumer news The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  4. 4. today’s journalist Getting found in search results is now part of “media relations” Works on stories 24/7 may work for multiple publications media relations? less and less time to get pitched by PR professionals Lucky to have a job! The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  5. 5. the online PR opportunity 3/4 reporters see blogs as helpful in giving them story ideas 70% reporters check a blog list on a regular basis 61.8% say blogs were having a significant impact on the “tone” of news reporting 1/2 journalists report visiting a corporate web site or online newsroom at least once a week 85% journalists report visiting a corporate web site or online newsroom at least once a month. Ironically, despite this new capability, a majority of journalists complain that when they visit organizations’ web sites, it’s often difficult to find the organizations’ media representatives and contact information. 64% journalists report they use google or yahoo! online news services to follow the news The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  6. 6. The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency news search + editorial
  7. 7. journalist + news search “ Write for clarity, forget the jargon, don’t over-optimize.” “ Email me the press releases with link to PRWeb.” “ Google News is part of my sourcing.” “ Press releases need to be simple and easy to understand as well as factual.” “ I find my sources through friends on facebook & linkedin!” The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  8. 8. journalist + news search PROFILE: Real Estate and Technology Journalist • Writes for a Major Technology News Site • Reports Top 20 Technology stories each week • Finds stories by searching Google News each day by technology related keyword phrases and this is how she finds her top 20 stories • Looks at Google News every Morning • Uses Google Alerts by subject to keep up on industry news The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  9. 9. journalist + news search PROFILE: Lifestyle Journalist • Writes for health + beauty publications • Uses Google Alerts to keep up on subject news. For Example: “natural hormone therapy” or “Botox” • Uses Google News Search before visiting a corporate website or before calling a PR contact • Puts out call for sources on Facebook or LinkedIn The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  10. 10. people + news search people search on google news optimized press releases come up in natural search results AP style writing calls for journalist to write on a seventh grade level, press releases should too google alerts deliver press release news to Inbox The Buyer Group © 2008 www.thebuyergroup.com over-optimized press releases might get found, but won’t get read interactive public relations and branding agency
  11. 11. 44 percent of American consumers who use: at least monthly The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  12. 12. how to optimize news content? Stay tuned for…….. Lee Odden’s best strategies to get optimized with press releases and News Search SEO The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  13. 13. news search resources The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency Newsforce.com optimization tool is cool Businesswire.com optimization tool is cool PRweb.com Marketwire.com PRnewswire.com Globenewswire.com
  14. 14. news search strategies newsforce.com for guaranteed headlines with top tier publications The Buyer Group © 2008 www.thebuyergroup.com newsroom blogs versus web site newsroom being first to market, best opportunity for news search results interactive public relations and branding agency
  15. 15. news search results The Buyer Group © 2008 www.thebuyergroup.com eye tracking study Direct to consumer interactive public relations and branding agency
  16. 16. news search results The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  17. 17. news search results The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  18. 18. news search strategies The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency <ul><li>12-month press release editorial calendar </li></ul><ul><li>editorial flight plans based on seasonal keywords </li></ul><ul><li>look for national news events to tie in press releases </li></ul><ul><li>provide this to the media in advance for story ideas </li></ul>
  19. 19. The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  20. 20. news search gets social The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency Twitter Facebook Groups LinkedIn - what am I doing, Q&A
  21. 21. PR + SEO The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency PR + SEO =“a marriage made in heaven” Influences • News search results for optimal SEO • Optimized Web Content • Social Media
  22. 22. public relations + search The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency <ul><li>under the radar when it comes to influencing SEO </li></ul><ul><li>SEO agencies should work in synergy with PR agencies </li></ul><ul><li>PR brings boardroom CONTENT to SEO </li></ul><ul><li>PR professionals and agencies need to have expert working knowledge about SEO </li></ul><ul><li>Online public relations strategies give business a strategic advantage over the competition </li></ul><ul><li>Work together with PPC/SEM campaigns for best results </li></ul>
  23. 23. the PR/SEO investment The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency SEMPO Survey results on SEM/SEO Investment
  24. 24. what’s cool about optimized press releases The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency <ul><li>SEO </li></ul><ul><li>Credibility </li></ul><ul><li>Perception </li></ul><ul><li>Vanity </li></ul><ul><li>Journalists find you, write about you </li></ul><ul><li>People find you </li></ul><ul><li>Online Branding </li></ul><ul><li>Lead generation - maybe </li></ul>
  25. 25. just read… The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency
  26. 26. blogs i follow… The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency www.falkow.blogsite.com www.toprankblog.xom
  27. 27. top 25 online PR tips… The Buyer Group © 2008 www.thebuyergroup.com interactive public relations and branding agency Email me [email_address] Subject: Top 25 Email Tips or give me your business card

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