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MEDIA RELATIONS
& THE INTERNET
Michael Tighe, November 21, 2008
Introduction
 Who Am I?

 What do I do?
   Search Engine Optimization (SEO)
   Information Architecture (IA)
   Social Net...
How I Roll
 Im
 I’m all about helping.
 Ask Questions.
 My Contact Info:
   Google me (Mike Tighe)
   Web Site:     www.mi...
The Internet As A News Medium
 More Sources

 Faster

 Hard T k
 H d to Track
The Internet As A News Medium (2)
                              ( )
 Online Sources Can Be Split Into
   Traditional Media...
Example
    p
 Social Sites Include Text/Video/Photo Content
Example
    p
 News Aggregators Make Finding & Personalizing
 News Faster and Easier
And Now, A Pretty Chart
       ,        y



  Traditional    TV      Print     Radio


                Online   Social
  ...
Example
    p
 Online Media Relations
How Is This Relevant To You?
 Your careers are based around Information

 Media Relations
   To Inform
     Maximize Publi...
More On Relevance
 Relevance is really the basis for what we do.

 The Internet provides infinite sources.
   So the quest...
Establish & Find Opportunities
                  pp
  Recommended Reading:
                    g
    Tribes by Seth Godin
...
Example
    p
 How Alerts Work
Tips On Alerts
  p
 Don t
 Don’t just type in words, try the actual web site
 address as well.
 Example:
Promote Your Message
                  g
 You’ve established and found opportunities or
                               pp
...
Become a Source for Searchers
 How can you show up in search?
 The same as “writing a targeted release or article”.
   In ...
TIP: Say It! Don’t Imply It.
       y             py
 You are on the internet, just one click and a user will
 be:
   On Y...
Example
    p
Example
    p
Make Search Engines Love You
              g
 Using the tips on how to structure a message.
   Determine Keywords/Phrases
...
And, Show Up For a Relevant Search
   ,       p

 For the search “CP Spirit Train” this appears:
                 CP      ...
Ranking = Perceived Expertise
      g               p
 Make your self accessible via search.
 Tip: Write for trends.
Other Topics
        p
 The Internet & Questionable Sources.
 Exploring Internet Based News Outlets.
 Touch on Social Medi...
Good Resources
 http://www.seo pr.com/
 http://www.seo-pr.com/
 http://www.briansolis.com/
 http://seminsights.com
 http:/...
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Media Relations & SEO - MRC Presentation

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A PPT file presented to Media Relations students at Mount Royal College (MRC).

The topic was Media Relations & The Internet, and the presentation was an overview of relevance, accessibility, and communication online.

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Media Relations & SEO - MRC Presentation

  1. 1. MEDIA RELATIONS & THE INTERNET Michael Tighe, November 21, 2008
  2. 2. Introduction Who Am I? What do I do? Search Engine Optimization (SEO) Information Architecture (IA) Social Networking Web Development
  3. 3. How I Roll Im I’m all about helping. Ask Questions. My Contact Info: Google me (Mike Tighe) Web Site: www.miketighe.net www miketighe net Company: www.mrare.ca Twitter: @miketighe E-Mail: mike@mrare.ca
  4. 4. The Internet As A News Medium More Sources Faster Hard T k H d to Track
  5. 5. The Internet As A News Medium (2) ( ) Online Sources Can Be Split Into Traditional Media New York Times Blogging (via Visit, RSS, or E-Mail) SEM Insights Social News Digg, Reddit, or Niche Networks (like Sphinn.com) Aggregation Services Google News, Google Blogs
  6. 6. Example p Social Sites Include Text/Video/Photo Content
  7. 7. Example p News Aggregators Make Finding & Personalizing News Faster and Easier
  8. 8. And Now, A Pretty Chart , y Traditional TV Print Radio Online Social Online News Media Bloggers News
  9. 9. Example p Online Media Relations
  10. 10. How Is This Relevant To You? Your careers are based around Information Media Relations To Inform Maximize Public Exposure for a Company/Product/Service p p y/ / Public Relations To Manage g Make good news better Mitigate the bad
  11. 11. More On Relevance Relevance is really the basis for what we do. The Internet provides infinite sources. So the questions are: Which sources are relevant to your objectives? y j How can you find those sources? How can you promote your message? Using the Internet, how do you become a source for searchers?
  12. 12. Establish & Find Opportunities pp Recommended Reading: g Tribes by Seth Godin Which Whi h sources are relevant t your objectives? l t to bj ti ? Billions of web sites, thousands of media related sites. Establish a select few with which to push your message. p y g How can you find those sources? Search Engines News Aggregation Alerts
  13. 13. Example p How Alerts Work
  14. 14. Tips On Alerts p Don t Don’t just type in words, try the actual web site address as well. Example:
  15. 15. Promote Your Message g You’ve established and found opportunities or pp people talking about you. Now What? Write Targeted Releases & Articles. Specifically for your audience. Meaning you have to spend some time understanding them. Don’t lose sight of your end goal. Awareness? Driving Web Site Traffic?
  16. 16. Become a Source for Searchers How can you show up in search? The same as “writing a targeted release or article”. In the end, it is really just a message end message. So how do we structure our message then? Determine important keywords/phrases Work them into Headline/SubHead Copy py
  17. 17. TIP: Say It! Don’t Imply It. y py You are on the internet, just one click and a user will be: On Your Site With Your Messaging Seeing Your Branding g g Closer To Taking Action Than Any Other Medium Can Provide.
  18. 18. Example p
  19. 19. Example p
  20. 20. Make Search Engines Love You g Using the tips on how to structure a message. Determine Keywords/Phrases ‘Massage’ Those Into Your Content Massage Search Engines Look for Relevance g Headline Containing Keyword (***) Body Copy Containing Keyword (**)
  21. 21. And, Show Up For a Relevant Search , p For the search “CP Spirit Train” this appears: CP Train Due h i D to how it was written. i Furthermore, this article links to the web site for this event, thus driving traffic and making the event site h di i ffi d ki h i rank.
  22. 22. Ranking = Perceived Expertise g p Make your self accessible via search. Tip: Write for trends.
  23. 23. Other Topics p The Internet & Questionable Sources. Exploring Internet Based News Outlets. Touch on Social Media News News. Reaching Bloggers.
  24. 24. Good Resources http://www.seo pr.com/ http://www.seo-pr.com/ http://www.briansolis.com/ http://seminsights.com http://seminsights com Contact Me: C M mike@mrare.ca http://miketighe.net h // ik i h

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