The fact that the Internet-focused workshops at the PRSA Conference were so well attended shows that Internet Strategies are high on the list of priorities for PR practitioners.
And well they should be. What are we trying to accomplish in PR? A favorable operating climate in which the enterprise can expand, prosper and be viable.
We remove barriers, create opportunities and conversations. Our job is to get into the hearts and minds and create mutual understanding using communication and reality.
As the Internet has become the medium of choice, so must it become the place PR operates.
The Internet is the ultimate communication revolution. Instead of the old mass communication linear models, we’re operating in a wired world of networked conversations.
The Cluetrain is here - PR either has to get on, get a clue, or get left behind.
PR is the tool that builds and strengthens brands. Studies like one by the IAB clearly show the link between brand value and search results.
Al and Laura Ries describe the Internet as a phenomenal brand building mechanism. You’re either building your brand click by click, or it’s eroding with each visitor that comes to your website.
Perception is reality. When a searcher gets a page of results, they believe that the names on the first page – specially the ones in the 1, 2 and 3 position - are the major players in that field. And they place higher value on those in the natural search results than those in the paid or sponsored results.
It’s that advertising versus editorial third party endorsement thing.
So where does blogging come into all this?
Search engines like text, good content focused on keywords, and links. No wonder they like blogs. A well executed corporate blog will
· Increase your footprint on the Internet with a ‘cloud’ of content on your subject
· Create top ten search results on many keywords relevant to your industry
· Establish you as an expert on these subjects
· Raise awareness of your company, product or service
· Create interaction with your customers
· Give your company a human voice
· Make the company more real to your customers, raising the affinity and understanding.
· Increase your brand value
· Raise your visibility with the mainstream media
By blogging in a platform that understands and mirrors the search engines, and by learning how to write good blog content based on researched keywords, you can achieve uncommon results.
There are many blogging tools available now – but they are not all equal. Some give excelelent search reuslts and some don't.
Case in point is the VoIP Insights blog I created for a client.
They went from zero number one search results to over 51 in just three months – effecting a huge change in their visibility and brand perception. Traffic to the corporate website increased by 50%, the blog has more visitors than the corporate website now, and their RSS feeds are getting picked up by consumers and journalists.
This blog is getting attention from the mainstream media too. They just had their first article in a national magazine that targets their perfect audience – CIO’s.
I have blogged in several other platforms with mediocre results. You need to find one that gives you fast search visibility, with tools to create a rapidly growing footprint and metrics built in to monitor your results.
I am currently working with DVCO and MyST Technology on the R and D for PR Watch, a tool to improve the PR aspects of blogging. It’s an exciting adventure.
Blogging As a Business Tool
Every business needs to consider blogging in their PR strategy. Yahoo’s study released last week showed that even loyal newspaper readers prefer the Internet for news.
77% of Internet users get their news from the news engines. Savvy newshounds are going to the blogs.
Blogs are the perfect viral medium and an excellent way to promote a product or message. Bloggers are influencers – the sneezers Seth Godin talks about in Ideavirus. These thought leaders have a following, and it’s the early adopters who are reading blogs.
Journalists are also reading blogs. They have learned that there is a buzz in the blogs that takes a while to filter down into the mainstream media. So they are trolling blogs for good story ideas.
The Forrester Research report on corporate blogging says that at the very minimum, companies ought to be monitoring blogs to learn what is being said about them.
PR Watch has a tool that even gives you a graphical analysis of blog content (via Technorati) to determine sensitivity and resonance of keywords in other blogs. And their Net Intelligence uses RSS feeds from competitor’s blogs to look for many nuggets of competitive intelligence.
A good PR strategy today should include monitoring blogs for mentions of your company and product, pitching other bloggers and creating your own corporate blog.
Remember, when you pitch bloggers the old rules apply. Read their blog. Start a conversation. Don’t ever pitch them something that doesn’t fit their blog.
Use your own blog to create a cloud of content, increase visibiilty and raise brand awareness.
Blogging is a great PR tool.
When you understand how the search engines work, and you blog well and often in the right platform, you will create top ten search results, generate conversations and win mind share.
Sally Falkow
Web Content Strategist
sally@falkowinc.com