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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.
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.
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.
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…
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.
PR professionals seem to embrace an air of superiority when it comes to the owned/earned/paid debate.
PRs have traditionally crafted stories that win or lose by their storytelling craft. If the story isn't powerful enough then the journalist will slam the phone down in a rage and never speak to you again.
Whereas on the paid side of the fence, the feeling is that content with a big media budget behind it can reach (or be pushed in front of) a wider audience, whether or not it is any good. And that that's just wrong.
Truths and flaws abound on both sides of this summary.
Bathrooms.com was launched by Ian Monk in 2004, and has just recently relaunched with a fully redesigned website.
Part of the relaunch included a focus on social and a PR-centric SEO strategy. I've been asking Ian about the thinking behind this approach and the results so far...
Why don’t all PR firms offer SEO services? The obvious answer a PR firm will give is “because we’re a PR firm” but seriously, do PR people understand how much impact their hard work has on their client’s search rankings?
Do they realise SEO is a £500m market in the UK?
This article aims to flesh out the opportunity for PR firms willing to innovate and offer a service that mixes the expertise of SEO and PR; for my sins, I refer to this service as search optimised PR (SOPR).
Last year Google published a new marketing model that added an extra step into the traditional view of the customer purchase journey.
Labelled The Zero Moment of Truth (ZMOT), the model essentially states that the internet has created an additional customer touch point between the original advert and the actual purchase.
ZMOT is when consumers go online to research products, look for reviews or try to find coupons.
At a PRCA event on Tuesday Unibet’s head of search Nick Garner said that ZMOT is an area that PRs should own as it’s about influencing decisions and getting positive brand information onto trusted websites.
The convergence of PR and SEO has been a hotly debated topic on the Econsultancy blog in recent months.
Both articles stirred a great reaction in the comments section, with the general consensus being that SEO and PR need to work together to help achieve common goals.
Concannon stated that PRs should find out who owns SEO within their client’s business and build a relationship with them so they can better coordinate their efforts.
Using digital platforms for online PR is becoming more important than ever. There are a lot of easy steps to follow when you are considering how and when you engage.
We thought it would be good to go back to basics and then expand on each of the steps below in future posts. Hopefully this will give you a good overview of what to consider as your communications team integrates social media further into your PR planning and engagement.
Talking to PR agencies about search engine optimisation (SEO) can make you feel like Noah before the flood.
Building on the recent debate around PR owning SEO, I look at how agencies who fail to embrace search will ultimately fail.