Public Relations Service (2) Public Relations Service Archives - Page 2 of 9 - CarsonPR

Writing for Publicity and Web Sites is different

Writing press releases and brochure textYes, this may seem obvious. Yet is it a common mistake all pr clients and writing professionals make. When you write a press release, or a web page the text should be written differently. After saying this, will you agree that writing for a brochure is also different than writing for a web site or web page?

Pr clients and professional agencies sometimes think writing is all the same and anyone can do it. Wrong! It takes a different style, and discipline of writing for brochures, ads, sales materials, press kits, articles and web pages, even blogs. Let me give you an example.

People who pick up a publication will probably read an entire article, especially if it is of interest. The same is true for a company brochure. When you open a web page about that same company, you will most likely pick up snippets of information, glance over images and subheads, just to get a brief understanding of the company.

That is why every word is important on a web site. Clients want to always “say” and "sell everything" on their site. "Tell the customer all they need to know", is what one client told me. Well, that won’t close the deal, nor get them interested in contacting you any further!

Always provide the reader the benefits of your product or service at the beginning of your text. Then move into how your company can improve or help them.

If you understand the habits of people when they use different materials to collect information, then you can become a better writer, and more than likely, you might just pick up another client.

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Ignoring this media can hurt your company with negative publicity

A good article by another blog writer discusses the area of "social blogs". I have mentioned this as well, trying to wake up the Business Community that this new media is not going away. Instead, it is building.

Social mediaIf handled properly, you can monitor these social blogs to get an insight to the thinking and buying habits of potential customers. Pr clients and publicity agencies should also monitor these activities. It will give you a better understanding of your market. PR and Marketing need to interact more often. Rather than doing their own "thing’ to show corporate their greatness, it’s time to blend these resources and become more effective for doing business with B2B.

The article I saw was posted Nov. 1, and it is titled

"Social Media, Blogs, Message Boards…It’s Not Just a B2C Thing". The writer gives some indepth perspective to the fact that each are, PR and Marketing each feel it is the others responsibility to monitor. This type of thinking can cause your company to fall behind and not clearly recognize when tends move on or how your product might be viewed.

One of the comments in the article is direct and makes a solid point. It says "In the B2B world, internet users are using online communities to make their voices heard — sharing their experiences and opinions. Sure, consumers are more engaged in social media, but business users are increasingly using it, and I am confident it will become the norm over the next few years."

If you want to check some of the social web sites, here are a few to view:

There are several others, but this will give you an idea and a few places to start your monitoring.

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How important is PR in your company?

To create a press release, an article or even a web site, requires writing. This in turn means knowing the right words to use.

If a company is concerned about getting favorable publicity, then you better make sure the words you have your pr agency, or in-house pr staff write, are carefully selected. Why? Because it is the words, the phrases and the order these are placed that can make a big difference in getting noticed and published.

Public Relations companies tend to be wordsmith’s. But they too can fall into the "template" of writing and not choose the words that are best suited for each company. If an in-house staff is doing a public relations service for your company, they can also get caught in choosing words that fill space and not benefit the company.  Sometimes you need to look outside of your industry to get a clearer picture so that your approach is different.

But just being different isn’t the solution. It is again, the choice of words you use. Words must be relevant, just as they should when building your web site and optimizing it. The structure is also important.

This is even true with articles and your web site. Your web site becomes the salesperson and only those words are what potential customers will read. These words will describe to them who you are.

Now you can better understand that words placed correctly, and key phrases used properly can increase your chances in getting publicity. Remember to look at your web site to make sure it has the words you need.

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SEO’s Conference says change is happening

It was long when I told you that the next major area of Internet Search was going to be in the "social search’. This was recently discussed as being true at  "The Search Evolution: How Social Search is Changing All the Rules" conference in New York.

social searchesA lot was mentioned on how this social search will affect the SEO’s and the users of search. One statement was made that  "social search is simply an extension of social media as we know it today".  The article went on to say "Today’s method of matching interest to action and the content includes weighing link popularity of websites and determining a relative ranking of said content".

This means that pr clients, ad agencies, pr professions and all publicity needs to take a serious look as to how this change can affect their markets and how it will also affect their pr programs.

Marketers and pr clients need to think beyond the search box. It is falling back to branding, the building of your brand.

Just as I have said before, the YouTube and other blog sites are shaping this social network and it is now changing how all people view things and clients products. Publicity is not a stand alone item. Neither is marketing, or web site marketing. All of these must work together in order to become successful and to build a brand.

If you don’t want to believe this, then sit and wait. As you begin to see your market share slip, and competitors move ahead of you because you thought this was another fad, then start looking for another job or career.

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It’s Good PR when done correctly

page rankingAre you caught up in trying to get higher rankings with search engines? Have you found the secret? Did you or are you hiring SEO professionals to get to the top?

If you are a pr client or a publicity agency, look no more. The secret to higher rankings is not a science. In a few simple words, it’s making your site easy for the robots to crawl around your site.

Wow, you’re thinking this isn’t any news. Well, it is. Because publicity and page ranking are based on the same principles of keep it simple and easy to read.

Remember that a search engine is like an editor or publisher. The main function is to provide its users good information. This means your site should have good content, just like a press release. And just like a pr release, your site should have better content than your competitors to make it easy for the robots to crawl the site.

Let’s carry this pr and SEO stuff deeper in comparison.

• When you write a press release, the headline is important. If it doesn’t tell the reader what you are about to announce, they will pass you by. That’s the same for your web pages. The "titles" should reflect your keywords and what that page is about.

• Now about those keywords you are buying, or trying to place into the site. Would you only write "keywords" in a release? No, you write sentences. So why settle for a keyword. People type phrases when looking for something, right? That proves to you that key phrases are more important than single keywords.

These web marketing tips are at the same time publicity tips. Why? Because publicity is everywhere.

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As a PR Client you need to follow the rules

Publicity agencies and pr clients sometimes loose sight of how to write a press release for the media.

Get your pr release noticed by editorsWhen you submit a release to a publisher, editor, or a freelance writer, it is important to follow the basic rules when writing "newsworthy" releases.

All releases should follow these simple rules:

Keep in mind WHO the publication’s audience is when writing. Sometimes it is necessary to modify a release if the audience varies even slightly.

Know WHY it is an important release. The product or service may be important to you, but what about the readers and your industry. Make it important to them and the editors will then not toss your release into the trash.

If the press release has a location, such as an event, seminar, or announcement of the unveiling, be sure to mention this. Otherwise, pr clients need to list the location as their main office, or headquarters. Publicity agencies need to also list the pr clients location, not theirs.

Finally, put the contact info for the pr client. The publicity agency should also include their contact info as the focal point. Be sure the person listed is available to respond in a timely manner.

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Get Visitors To trust You

Get more traffic and trustSounds like a great idea to get visitors to trust you and your company, right? Not as easy as you might think. But when you see the list to getting trust, you will think, "hey, I already know this stuff". If so, then why haven’t you incorporated that into your publicity campaign, your web site and all the means of communication you now do for your company.

Pr Clients, public relations specialists know and use trust in the campaigns they develop. Now it’s time you implement these tips. Before you toss out the "easy tips" make sure you add those you are not already using.

1– Do you have a phone and contact info on the web site?
Right, you already have that, but is it easy for customers to find the contact info?

2- If you are doing any consumer marketing, consider registering the site with BBB and These are recognizable non-profit organizations that can give your company that seal of approval in customers eyes.

3- Is your ABOUT US page current? Not everyone thinks of updating their site, especially this page. It is the first place most potential customers will visit to learn about you.

4- Press Room. Make sure you write press releases and place them into your press room on the web site. This also means anything of importance like, new people in the company, or civic events that your company helps to sponsor, etc.

5- Offer Refunds, and guarantees. Most people may not use these even if someting isn’t what they want, but it gives your site credibility and that feeling of TRUST.

These are but a few tips to make your web site more trustworthy by customers. To learn how your site can get more consumer friendly, give us a call.

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It’s not graffiti anymore, it’s pr

When you first hear or read the word TAGGING, you probably think of taggers who do graffiti on the walls. Well, think publicity and then think Internet, now you’re getting closer to tagging in today’s terms.
tagging and video publicity marketing
It is the linking of web sites. This old term is what describes how we use links to each other sites making search engines locate us faster.

It seems that this "linking" has been around in the earlier days of the Internet. Spammers were probably using this technique of marketing and when we were all hit hard with spam, search engines became more intelligent by counter acting their tactics.

You or your web designer, programmers often use tagging with your site. You have heard the words meta tags, keywords, right? Well, that is a form of tagging.

When a company wants to optimize your web site, this is one of the tagging areas that are often refined.

If you are in publicity and think this stuff is too deep in conversation and you don’t have an IT person, then use this handy tool for creating links. It is Yahoo’s This is a tool bar that you can download from Yahoo’s site.

Tagging can help your publicity in many ways. For example, tagging can be done with pictures that are in your press release (which should be in your pressroom’s web site), or online video. Many sites have this available such as Yahoo 360, or Technorati’s blog that addresses tagging.

Publicity campaigns are no longer a list of releases or articles; it is your web site and making it SEO friendly with tagging, as well as other unique optimizing tricks. But that’s another subject.

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Make your web site a publicity magnet

Do you currently have a web site? Is it attracting clients? What about the media?

If you are ready to launch a new web site, or about to modify your existing site, you need to do these things first!
What I am about to explain, is based on your site being SEO friendly. That means it has been optimized correctly, the use of flash is correctly displayed and that your site is NOT built with frames. Optimizing a site is more than placing a bunch of keywords into your HTML or in your main text. If you are not sure if the site you are about to launch, contact a company who understands web marketing to help you increase the traffic and publicity attention your company needs.

You have heard this many times before, but building external links is still a high priority with all the major search engines. Make sure the links you setup are with those who have a Page Rank in excess of 3/10.

I can’t stress enough that this section of your site can be a main channel to the media. Your site should include a "press room". In this area you should place all your press releases that are optimized. Yes, even press releases, articles and short stories about the company need to be optimized. If not, then your pressroom is only another page. Also, be sure to submit the releases to all the appropriate online media. If you need help with your publicity, hire a company that can help you.

Yes, there are times that you need to make some purchases to get the site in a high position and to attract clients/customers. Be wise in your purchase. One company that can help is called text link ads.

Another excellent marketing tip. Be sure to get as many relevant links exchanged. Make sure these are companies in your related industry.

I cannot say this enough times. A blog "company" site, or a blog site from the CEO, President, or other noteworthy person in your company can be another excellent marketing tool. It does require daily attention. This can be done with the assistance of other staff members of the company that the author can then review the blogs prior to posting.

Want more leads, more traffic? Try these tips and if you really want to jump start a Publicity program, give us a call.

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Getting visual with publicity

The popular term in today’s marketing on the web is Viral. This is becoming a hot subject as well as a new marketing tool that advertisers, not all, are embracing. Getting in on a new technology is sometimes a good thing. But not knowing how it will fair out can be risky business.

viral videos and publicityRecently, a viral campaign was put to the test. A viral video was created using mentos and Diet Coke. The visual showed a geyser being created when mentos was put into the 2-liter bottle.

The video was viewed 600,000 times on such web sites as YouTube. This can be a great number when shown to potential advertisers. As with all new publicity and marketing tactics, there are the pros and cons of this new media.

One the good note, you can get your message, or visual of the product viewed by hundreds of thousands quickly. The negative, you cannot control how and when or where the video is viewed. It’s possible that your video is sent to a bunch of people who want to alter it, or place it near a porn video. No to do anything intentional, but again, no control on where it is viewed.

Another point, it is difficult to really track the effectiveness and direst sales results. Although the people at Mentos believe it worked well that they created a web site to encourage viewers to create their own videos.

This story about Mentos, and viral videos is getting a lot of media attention. In turn it is now part of the publicity phenomenon. Good or bad, a company needs to deal with the new media and be prepared to handle the direction it takes–good or bad.

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