Found On Google!
As I move from traditional PR to on-line PR I notice many similarities. Off line, my small business clients want to be featured in the IBJ or Indy Star. On-line they want the first position on a Google search. Many of the tactics, though applied differently are really similar.
To be featured on or off line you can:
- Buy your position with an advertisement – but advertisements will never have the credibility of editorial content off-line. And on-line only 10% of traffic will ever come through an advertisement
- Improve your position with relevant content – Send press releases with new or information on hot issues, and on-line review your copy verifying it contains key words
- Improve you position with frequent updates. Off line I refer to this as the drip theory; sending small updates to local media so they know what is going on in your business, and have the perception you are a dynamic firm. On-line frequent blog posts or updates to your site let Google know your site is worth visiting on a regular basis moving you up in the rankings
- Create Links – In the off-line world this involves staying connected to other businesses who serve your client. In the on-line world there are many ways to build links to your site including asking your friends and associates to connect to you in exchange for a connection to them or posting content on relevant sites or simply distributing press releases through on-line news sources. I found this post with Ten Simple Rules to Build Links
What are you favorite PR straetegies?
Looking for more about PR? Check out Mark Story’s post on measuring the effects of PR.
http://www.intersectionofonlineandoffline.com/can-you-sell-pr-measurement-to-your-dumb-ass-boss/