Online PR is something that we’ve been (unknowingly) offering for a few years under various different names. Social media marketing, social media optimisation, blog marketing are all names we’ve used to describe what we have been offering but moving forwards these will all be encompassed under the label of online PR for one simple reason.
Clients understand what it means.
Most companies have worked with a PR agency before, if they haven’t then it’s likely they are either a small business or have a good understanding of PR themselves. Either way it’s much better to use a phrase people understand than to confuse potential clients with jargon about social media.
So what exactly is online PR and what does an online PR offering from somebody like Branded3 look like?
Essentially online PR boils down to 5 set services:
Finding out which websites are discussing subjects related to your brand, industry and your competitors.
Examples include forums, social networks (Facebook/Myspace), blogs & news sites, microblogs (Twitter)
Establishing relationships with the decision makers and content creators of the target websites and understanding what they talk about, who they link to & why.
Creating the sort of content that the influencers at the target websites will enjoy and hopefully write about or link to from their websites.
Branching out from targeting websites & targeting target audiences directly. Where are the target audience spending time online? Which sites are they visiting and how can we get featured on those sites too?
Monitoring the web for brand names, competitor & keyword mentions on all types of websites. Actioning a quick response strategy to handle positive or negative press or sudden changes in the industry.
The following are services which we certainly do not offer as part of an online PR package
Article submission & syndication
Unless the article is being published on a leading authority in a clients industry then article submissions are not part of online PR. Perhaps they might help for SEO but that is a separate subject.
Optimised copy or keyword rich press releases
Press releases need to be written by somebody skilled in the art of press release writing. Press releases should not be used to help with search engine optimisation unless that is the primary goal of the campaign.
If you press release was syndicated on 6 million websites that would sound quite impressive wouldn’t it? Syndication statistics are useless – the only figures that matter are the number of people who read the press release and the number who visited your website as a result.
What’s your online PR strategy?