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Posts tagged with Pr

dostoevsky

The inexorable usefulness of Twitter to publishers and authors

I’m trying my best to sound literary in this post - the pseud’s headline, the confessional first line.

I was tweeted by an author this morning. The whole uplifting experience was enough to slap me in the face with the wet fish of Twitter’s usefulness to the author and publisher.

I thought suddenly, I should write this up for the blog! One of the great things about the blog is the opportunity it affords us to commit the bonne pensée to a medium slightly less fleeting than mere conversation.

The story is this: I was tweeted by an author and subsequently decided to buy her book. These things happened for a number of reasons.

I’ll detail the exchange and then discuss why this case study is symptomatic of Twitter’s use and usefulness.

2 comments
Watch for unicorns

There's no such thing as online PR

As we all know, digital marketing ceased to exist last year. In January 2013, Forrester announced it was to be the year that ‘digital marketing’ became just ‘marketing’.

I’d like to posit that something similar happened to PR. In fact I think it happened earlier, though we have yet to have had the debate.

There’s no doubt that the internet has changed marketing’s function and activities, but its impact on PR has simply been to expand the discipline’s footprint.

In a world where everyone is a communicator, PR’s influence is all-pervasive. It’s for this reason that I find the term ‘online PR’ to be so reductive.

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The changing state of PR

When it comes to the success of a brand, there is one thing that is of the utmost importance, regardless of size or capital and that is reputation.

An overriding opinion on a business can turn it into a worldwide success or see it fail to connect with its target audience.

A key component of creating a strong reputation lies in the way that a company chooses to monitor and maintain its character. This has become imperative because of the increasing volume of PR activities that occur on digital platforms.

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charlton heston

Bloggers and PRs: the 10 commandments

Monday next week I'm to appear on a webinar panel talking about journalist relationships. You can sign up for it here if you’ve always wondered whether I talk in dulcet tones or a high pitch falsetto.

The Econsultancy blog has featured much on blogger relations, this article from Henry Elliss provides a rather good list of outreach don’ts.

However I wanted to write a piece of my own, partly to draw attention to the upcoming webinar hosted by Vocus (let’s not veil the truth) and partly to add an Econsultancy staff blogger’s opinion to the debate.

So what are the best ways for PRs to engage with Econsultancy's writers? I’m going to start with some entertaining flippancy that nevertheless holds more than a grain of truth and then move on to some best practice for PRs.

A lot of these are dos and not don’ts, but to fit the commandment theme I’ve had to use a few double negatives. Forgive me.

8 comments
Magnifying glass

SEO is now PR, but are PR agencies still not ready?

PR is no longer the future of SEO. It already is PR. 

SEOs recognise this, and the majority are now carrying out online PR: whether they call it that or not, all decent SEOs are now creating content and reaching out to online influencers. 

General marketers realise this. In a survey we recently conducted of 250 UK marketers, 52% said that PR and SEO work closely together in their organisation, and a whopping 71% think their PR agencies are experts at SEO.

But how are those PR agencies performing in their newfound position as SEO experts? 

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The 10 most common mistakes of blogger outreach

The practise of blogger or influencer "engagement" is one of the most widely-used tactics in marketing these days, done by almost everyone, from PR agencies to SEOs, social marketers to spammers.

It's also one of the most commonly derided amongst the recipients and much-debated amongst bloggers and professionals - but rarely addressed by marketers themselves.

If you're doing it well, why share the secrets with your competitors? Sadly, a lot of marketers are doing it very badly indeed, and something needs to be done about it...

24 comments
branding

25+ tried and tested tips for building your personal brand

So, you want to get noticed, earn respect, fans, more money, more sales. You want to pepper the web with your beautiful little avatar in search of career development.

You want to become a brand that stands for something.

Well, it’s surprisingly easy to do this, with time and effort made in the right places. So I thought I’d write up a checklist showing how to go about it.

Some of this is going to sound like best practice for a PR person, but essentially that’s the task in hand. Being as visible as possible is the best part of building a personal brand.

NB: this is aimed more at those fairly new to the world of marketing, but there's a few presumptive tips for those already established.

16 comments

Defensive SEO is all you need to know

While practising for my driving test, my instructor was always spouting jewels of wisdom. He also smoked too much and once nearly drove us into a traffic light but I guess nobody’s perfect.

Anyway, one of the themes that came up again and again was 'defensive driving', which Wikipedia helpfully defines as 'driving to save lives, time, and money, in spite of the conditions around you and the actions of others'.

As a PR, I’ve spent a little time over the years considering how I’d describe my recommended approach to SEO, and I think a similarly 'defensive' approach is what works best for me.

8 comments

How to bring your PR in-house. Part four: tracking

In parts one to three of the this series on managing PR and blogger outreach in-house, I’ve guided you through: The Network, The Message, and Discovery/Dissemination, talking shop on tools of the trade to cut cost but still rock like a PR all-star.

In this final post on tracking, I’ll show you how to define clear objectives then get your reports together for the boss.

3 comments

How to bring your PR in-house. Part one: the network

Looking to start some of your own PR or influencer relations in-house? Read up on tools of the trade and best practice in this four part series.

For years PRs (or publicists) operated in specific areas of industry with little fanfare or name recognition for the field. To find a job description, one would have had to look to the fashion, publishing and entertainment industry.

Large corporations kept public relations heads, but typically this role was a defensive position, rather than a proactive part of any marketing strategy.

3 comments

Start Me Up! A profile of Addvocate, optimising employee social media

We know the benefits of enabling all employees to use social media. Sales, service and just seeming human becomes a lot easier. Giving employees this freedom is easy in some organisations, generally small ones with a well-trained staff.

There are, however, inherent risks. If an employee goes rogue and damages your brand, it can be difficult to react quickly and avert loss of sales or sentiment.

It can also be difficult to easily track the impact of your employees' activity, and provide them with the best content to spread.

Addvocate is a platform designed to get rid of this tension, by offering guidance, daily messages and alerts, as well as analytics and optimisation.

We spoke to CEO and Founder Marcus Nelson…

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Has Google really just killed the PR industry?

There are few companies or organisations that can come close to rivalling the power that Google wields over the internet and search in particular.

So when the search engine updated its rules on unnatural link schemes recently, making specific reference to press releases, it triggered a rather alarmist article from ZDNet asking whether Google had killed PR agencies.

The convergence of PR and SEO is something we’ve covered previously on the blog, with articles focusing on the importance of search optimised PR and suggesting seven SEO tools to improve online PR efficiency.

However the article on ZDNet understandably (and probably intentionally) ruffled a few feathers within the PR industry as it painted them as black hat SEOs, out to flood the internet with dull, keyword loaded press releases just so they could help their clients climb a few places in search rankings.

28 comments