tips tips Archives - CarsonPR

Publicity is Everywhere series

As we enter the end of this year, I want to make sure that many of you are taking advantage of the web site your company, or pr client has. If you haven’t checked your site lately, within the past 6 weeks, then it’s time to take another look.Web Marketing and page ranking

This time you need to look at where your site is ranked. How is it positioned with the search engines? Does the site appear when you type the different keywords…near the top, or way down past the 100 other companies listed? Do you even show up? How many layers of keywords do you need to type before your company appears?

If your site is not getting high rankings, don’t call your pr agency, or the IT department, or the web designer. The search engines are again re-structuring how they rank and search a site. It’s time to get smarter on how you market your pr client’s web site.

That is why I continually recommend pr clients and web-marketing companies to re-visit their web sites at least every 6 to 8 weeks and do updates to re-fresh the site. Many times this re-fresh will require some additional optimizing to meet the new demands set upon sites by the SEO’s. It is a good idea to take advantage of checking your pressroom, contact info and make sure your products and services are current.

If you want us to check how valid your links are, how valid your site is with the search engines, just give us a call. The service is FREE! Yes, free. No strings attached. It is our holiday gift to you.

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These two can be powerful when used properly

web site marketing and publicityIf you are a pr client, or a publicity agency, you know the power of pr. But have you combined any of that power with your web site? Probably not. Beacuse most publicity experts and pr clients think these two should stay separate in different departments. If that is your thinking then you are not providing your company, or pr client the full experience they can have when you use these tools properly.

Let’s accept the fact that you are a savvy publicity person. And that you have media contacts, a good copywriter to do press releases and articles for the company. Now what about the web site.

I have spoken about organic search engine listings before, and this part of the "SEO TIPS" is based on getting organic listings. In case you do not understand what Organic listings are, let me give you a very brief explanation. Keywords are either purchased and/or placed into your web site so that people can find your site. Organic listings are thosse that are not "paid" listings. The paid listings, you have seen them before. It is where Google, and Yahoo have web sites listed on the right side, or at the very top. Notice above those lists the words "sponsored links". That means these are paid positions. The other sites listed are non-paid, also called Organic Listings.

Here are some tips about SEO basics. I use these and found other professional SEO’s use them as well. You can more of these at the Target Marketing web article.

  • Look for synonyms when doing keyword searches
  • Get links to your site, make sure these are quality links
  • Have a site map
  • Create a press room
  • Keep the site fresh, modify pages every 10 to 12 weeks

These are basic, but important. If you want to get into the heart of using marketing with publicity give us a call. We’ll make sure you are getting noticed!

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Get creative and break out of the publicity box

Whether you are a pr client or a publicity agency looking for a new slant on an article, try re-thinking how you approach a topic or subject.

We all tend to get into this hole of doing the same type od releases, articles for pr clients. Everyone wants publicity people to be creative, think of a new angle or invent a story for the media. Well, that isn’t always the best way to gain favorable publicity.

articles and stories for publicationWe need to think outside of the publicity box. A good article that addresses this issue is called "How to get Free publicity for small businesses". The author has some good tips to help you think outside of that box. For example, ask your customers (in a survey) that include some controversial questions. This can spark a topic of interest for your industry to get your company an article published.

A few other tips include:

  • Create a top 10 list within your industry. If you have a bakery, or food manufacturer, do a "Top 10 of the most wildest food items made"
  • Offer surprising facts about your industry or business. For instance, if you’re a recruitment firm write an article titled, "The Average Starting Salary of An MBA Graduate is 40 percent Higher Than Their Pre-MBA Earnings."
  • Be first to offer something that no one else has in your industry. Such as a 200% double your money back guarantee. Make sure your product or service is really good.
  • Do you participate in any local charities, or events. Try closing your office for the entire day and have everyone work for that charity. This can be a great headline "Local Print Shop Closed Doors to Help the Needy".

Ok, now you try it, get creative, break out of the rut.

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Publicity is everywhere


It’s time to continue the discussion about publicity being everywhere. The most active and productive place is the Internet.

Before we dive into this, keep in mind that traditional pr, such as publications (both newspaper, magazines), and broadcast media should be an on-going mix with your overall pr activities.

Clients tend to either keep the traditional methods and don’t explore the new media, or they drop all the reporters and publishers and only concentrate on the Internet news for press release distribution.

As I began saying earlier, you need to work within the powerful media of the Internet. One good suggestion is the RSS with a blog site.

I’ve mentioned this before, but pr clients tend to not fully appreciate the advantage of this new media. Because we use the Internet as a means of gathering information "quickly", clients feel that their blogsite should have "instant" success.

Remember that Kevin Costner movie…well, just because you build a blog site, not everyone will read it.

You need to market the site. When done correctly and with the right company, professional bloggers (yes they do exist) can make the site become highly ranked. And the company doing the work for you, if they are into RSS and Blogging can get your main web site listed high with the popular search engines like Google, Yahoo, MSN and Alta Vista.

There are lessons to be learned when building a blogsite. More importantly you need to have daily blogs. I cannot go into all the needed essentials to building a good business blogsite in this short blog lesson. So keep in mind to be successful in any industry, use all the marketing tools that exist. That may even mean a direct mail program if that’s what is needed to gain favorable publicity. When was the last time you had an open discussion with your pr director, or met with the publicity firm to review a plan? If it’s been over three months, then it’s time to call a meeting.

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