PR Boosts the Effectiveness of Your Marketing

Public relations (PR) helps reinforce your marketing, advertising and brand position. It makes your marketing work better, especially if you have unique key message content that can be a starting point to use for different mediums on and off line.

It can’t guarantee 100-percent control over content, display, position and frequency, as does advertising. But what it lacks in frequency, PR can make up for in reach. And, it’s a great way to spread your marketing and advertising budget.

PR can deliver your company’s product or service messages through a variety of media that could never be included in the most lavish advertising plan.

Sound PR is an integral part of maintaining a successful business. Competition for customers is keen. Having a successful business depends on properly building a solid foundation through effective public relations, marketing and advertising that supports your brand.

The public (your customers) can be cynical. They have lots of advertising messages thrown at them on a daily basis. But, when people read articles, hear or see something about your company, they’re going to take the published reports more seriously than they do ads. Articles written about your company, executives, products or services give you enormous credibility. It’s good content that’s not coming from you.

Media relations should always be a key part of your PR plan. Successful media relations – nurtured over time through relationships with media contacts – can help establish an ongoing, positive awareness of your company and the products or services it provides. It can inform and excite customers, investors and employees.

Third-party endorsement by the media sells integrity, quality and extraordinary service like no advertisement can. PR has the power to persuade the public.

Not promoting your company through public relations can take quite a toll on your company. It can mean lost revenue. Your company competes with thousands of others. The main difference for sustainable awareness is whether your PR program is established by default, or as a result of careful planning.

Well-organized, ongoing public relations programs make a big difference for building the awareness of your company and what it sells. The payoff for doing strategically planned, proactive public relations can be tremendous.

Am I a Journalist or a Blogger?

I had lunch recently with a group of friends, all journalists – editors or reporters. All, including myself, have a bachelor’s degree in journalism or closely related academic area. We spent many years, learning the ropes, ethically and how to report a story without bias, to have balance and fairness in our reporting. We’ve all been employed by mainstream media publications. And, all of us are also bloggers.

The subject of journalist versus a blogger is not new; it has come up many times in the last decade, primarily from the onslaught of new freelance bloggers (journalists?) at the 2004 elections, who began doing Web log posts.

Although I blog and am a trained journalist (now I work in branding marketing and public relations), I don’t consider my blog posts journalism. In the United States, journalists don’t get a license, closest thing to it is a press pass or ID, so the definitional line isn’t so clear.

If this subject isn’t new, why then did we talk about it and now I’m writing about it? Our conversation at lunch was centered on recent ruling by U.S. District Federal Judge Marco Hernandez about a blogger, who claims to be an investigative blogger. The ruling was based on First Amendment protection. For the full story, take a look at “You Be The Judge: Are Bloggers Journalists?”- Forbes http://onforb.es/vABJ3e

Most bloggers that I know, say they are journalists, entitled to equal rights with mainstream media outlets. Some of my journalist friends disagree. They say bloggers are not journalists – never were and never will be. They argue that the majority of bloggers, because they have no editors, no strict standards and no one to answer to clearly are not journalists. It also seems to me j-school college graduates are trained to verify our facts and quotations. I don’t believe that all bloggers do this.

Yet as for First Amendment rights, I come from a little different point of view. I believe that journalism reports and blog posts deserve First Amendment protection that our Constitution guarantees. However, I don’t believe the blogger should have free run. Like journalists, they are subject to consequences that can arise after they publish a post, such as being sued for libel or ordered to reveal a confidential source.

It is very clear that bloggers have First Amendment rights, which protect all of our opinions. What isn’t so clear is if bloggers are entitled to the protections of other federal and state laws, such those that allow journalists to protect confidential sources. That’s another topic for another day.

When we ask who is a journalist, the real questions are: is the journalist, whether reporting for a magazine, newspaper, television, radio or blog, giving analysis, commentary or simply political outbursts? (Hmmm…I won’t go here in this, but that brings to mind some mainstream reports?)

The true issue is not the job title, but the activity.

Does Your 2012 Internet Marketing Plan Include SEO?

In one day alone, millions of people search the Internet, looking for information about companies, products and services. If your Website is not fully optimized on an ongoing basis, you are losing out on a large pool of potential customers.

Even if you have a great Website, it must be optimized so it can be found.

Your Website is a big investment. It seems only logical that you’d do all you can to ensure that your customers and prospects can find it?

How are you measuring your Website’s effectiveness and your return on your investment (ROI)? You need an ongoing search engine optimization (SEO) plan to make sure you will reach your goals and increase your ROI on an ongoing basis.

SEO is only one part of an Internet marketing plan, but it is the most important part. SEO is an essential element to capture business online.

The single most overlooked part of Website development is an ongoing SEO plan. Without a good plan in place your chance of increasing business through your Website is limited. SEO allows you to effectively target prospective buyers of your products and services.

The best SEO plans are designed to provide ongoing and proactive strategic planning, analysis, optimization, link building, reporting and analytics to ensure your customers and potential customers can find you.

The benefits to you and your business will include: brand visibility, effective customer acquisition, accessibility, repeat business, targeted prospects credibility, increased brand perception and getting found.

SEO services include different types of tools to use, organic or paid, associated costs and SEO packages if you are going to outsource your SEO. It includes developing informative content for you Website and working using social media. Organic SEO is essentially a strategy and no real guarantees can be set for its effectiveness. However, the main objective is to move your Website higher in rankings and maintain its long-term visibility.

No ethical SEO professional can offer a number one position guarantee for any major search engine. However, a top 10 or 20 ranking is attainable with hard, ongoing work and relevant keywords.

If you are want some type of guaranteed inclusion, you should consider paid search and inclusion programs such as Google’s Ad Word, which can help boost your SEO results.

SEO management is hard work. You won’t see instant results. It could be days, weeks or even months before your Website begins to move up in rankings. No ethical SEO professional can speed up the process.

If you do anything new in 2012 to help boost your sales, it must be Internet marketing SEO.