publicity plan publicity plan Archives - CarsonPR

If you need to ask this question, then your publicity campaign must need help. The answer is a simple, YES, corporate blogs can help improve and increase awareness.

I have mentioned how blogging is more than a place for people to vent, or comment about what they like, their lives and hobbies. It has become part of the mainstream businessbusiness blog site cycle, which should be included into your publicity plan, or marketing plan. All publicity professionals and most pr clients understand that awareness is what makes or breaks a company. So why not get in control? With a corporate blog site, you and your publicity professional, or in-house pr staff can now control what is said about the company. When a blog site is part of your PR Marketing Strategy, it will further create a solid branding for your company, or PR Client.

An article in the Washington Post by Sarah Halzack discusses the corporate world is getting into blogging. I have said this many times before, and again we are seeing more of the mainstream media addressing this topic.

So why should a company, or PR Client want a blog site?

There are many reasons, but before you make the plunge, see if a blog site is going to help or benefit your company. Not everyone needs it, but most pr clients will benefit.

• A blog will allow executives in a company become more visible and voice the concerns that customers are having

• By addressing customer issues you gain control on harmful rumors that could spread and cause a decline in business

• It is a smart marketing strategy and a vehicle to introduce customers to new products

• It can attract good employees by becoming more visible

These are just a few reasons to have a corporate business blog site. When designing a blog site it needs to be different from your company’s web site. In addition, you need to have someone dedicated to maintain the blogs on a daily or weekly basis at the least. Keeping the blog site active shows the company is interested in informing customers about them and adds credibility to their brand.

If your company needs a blog site, or writers to maintain your site, give George Carson at Carson Marketing, Inc a call: 949-477-9400. He can get you noticed quickly!

If you are a pr client, or an ad agency, or even a publicity person, these tips can help you organize yourself to create a solid publicity plan. Although these may seem basic, they are the key essentials for any publicity plan.

For PR Clients, you need to have your key personnel in the marketing and sales departments become part of this process. For all pr agency staff, take notes; maybe even compare a recent pr plan you had prepared to compare it to this checklist.

First, you need to:  SET GOALS and OBJECTIVES.

Sounds easy, but this is the core to most failures of a publicity campaign. For example the goals and objectives should be something that can be achieved with a good plan, rather than a “wish list”. If you are a food company, or a retail store, it would be to “increase traffic and sales”. Other goals and objectives could be to “generate awareness to the brand(s), or to the name”.  Write at least three of the goals and objectives that are most needed at your company, or for your pr client.

Keep in mind that the publicity campaign should be part of your overall marketing plan. You need to work with marketing in order to see how your publicity plan can fit with the marketing initiatives.

When writing the publicity plan you should include these OBJECTIVES:

• Target Audience (identify them, even B2B companies have a target audience)

• Tactics (what are the means of media, such as TV, radio, newspapers, internet social networks, etc) Some of the best pr tactics to use are News Releases, Media Press Kits, Articles, News Conference, etc. It is very important that one person be the main contact at the company. This assigned individual needs to be available, and be knowledgeable of the products, or services you are promoting in the campaign.

• Timing (when are you planning to implement the publicity campaign) if this is about a special event or specific launch of a new product, then timing is critical and you need to plan well in advance.

• Measurement (have a process to measure the results) you can monitor the publicity campaign throughout the duration of the campaign. For example, how many interviews have been conducted? How many stories, or releases have been published, or placed in the different media–broadcast, print, Internet.

Each of these areas can be detailed and explained further. But my goal and objective for this blog is to get you started in the right direction. You can build upon these parts as needed. If you are a pr client or a publicity person that needs help in creating a publicity campaign, then give Carson Marketing a call. We can help your publicity campaign reach the goals and objectives set forth.

Use the SEO’s to get listed

There are thousands of new pages being indexed everyday. Your web site is just one of the millions being asked to get listed and hopefully on the top 10.

So how does a company find the right source to get the site listed on search engines like Google, or Yahoo, or MSN and the other majors? It can be done, but patience is a must. Unless you pay for a position on the "sponsored" page, or bid on key words, or do the pay-per-click method, you need to use smart submissions and marketing.

Just like good publicity, it takes time to get a high ranking and top 10 listings.

Most of the major search engines will allow you to directly submit your web site. Google offers free listings, but then again, you and a million others are listing there.

If you are ambitious and willing to go through a list of seo’s to find other free and paid listings, this is a good place to start…try this link. For those pr clients and advertisers wanting quick response, go to Yahoo’s paid inclusion.

Once listed, you need to make sure you stay there. Oh, one more thing. Be sure your site is correctly optimized. That means more than key words and key phrases. If you want more information on this part just contact me.

After you are listed, put a schedule in your publicity plan to update the site every four months. Keeping it fresh is another good business strategy. Search engine marketing is serious business, and that means you need to treat your site as a business using smart web marketing strategies.

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Publicity is everywhere, even on the net

Just about every traditional (brick and mortar) company has a web site. Beyond the fact that you need to have a web site today to be recognized as a real company doing business, clients and customers want the ability to gather information or place orders via the web.

With that said, we need to now see how publicity coupled with marketing can make good things happen.

Web sites are only as good as the marketing that supports it. Just because you have a site doesn’t mean it will be picked up and listed at the top with the major search engines. It requires strategic planning and implementation to make things happen.

To begin, you need to have the site optimized. That’s an overused word, but it still needs to be said. This alone is not enough. The SEO’s are battling again for power and that means more challenging times for web masters and programmers. You now need to include a plan that includes “back end marketing”. This can be a series of things like a blog site, eNewsletters, and above all a strong publicity plan.

Yes, publicity is a major element in getting listed higher. There are two methods used to see a sites value. Page Ranking and Site Listing. Page Ranking shows how you are rated (ranked) on search engines, like Google, Yahoo, MSN and Alta Vista to name a few. It is based on a scale of 10. Sites with anything in the 5+ ranking is excellent. Even with a 3 you are doing fine. Remember, that there are over a billion pages, and several hundred million sites. Even in any vertical market, there are at least several hundred thousand sites.

Listings are where you are positioned on that search engine. Everyone wants to be on the first page of a listing, and not further than the third page. But again, with hundreds of thousands of sites, not everyone can be on top.

Once you get there, you need to be more aggressive with press releases, keywords added and updated, keep daily blogs going just to maintain a solid position (listing) with the engines. No guarantees can exist. The only way to stay near or at the top is to have an on-going plan.

A couple of our clients are getting their time in the spotlight. Partition Specialties now has a solid listing using several keywords such as modernfold, tate access floors and skyfold. They are listed with the various SE’s in either a #5 or #12 position with Google and Yahoo, MSN, etc. That’s out of 1,500,000 other web sites in a specialized industry. We are using several marketing tools with the publicity to maintain this.

Foundations Financial in only 6 weeks got a high PageRanking with Google of #3. We are using the blog site and a lot of publicity releases, TV interviews and links on the site to gain this positive momentum. Keeping this will be an on-going battle that we plan to win. Within a few more weeks, they will enjoy the high listings as many of our other clients do.

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