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Public Relations


Miranda Miller

Digital PR Pitching Etiquette: 3 Critical Rules for Online Public Relations Outreach

Miranda Miller on Feb 6th, 2013     Online Marketing, Online PR

Online PR rules for more effective link building, guest blog pitching and moreOver the course of my online marketing career, I’ve had the opportunity to participate on both sides of the online PR outreach process, pitching publications on behalf of clients as well as receiving them as a search and social industry journalist. In the course of performing outreach for clients and receiving hundreds of pitches from other PR professionals and in-house marketers, a few important rules became crystal clear.

Companies use online PR in a number of different ways, depending on the desired outcome. You might pitch mainstream media to offer a company executive up as an expert source on a breaking news story, in order to build your company’s credibility. Where the goal is to earn links back to your website, you may offer guest posts or interviews to industry bloggers or digital magazines. Your focus might be increased exposure in your target market, in order to increase sales of a certain product or service.

Lee Odden

The Power of We: How to Build Personal & Corporate Brand Thought Leadership Through Social Content

Lee Odden on Feb 4th, 2013     Brand Management, Online Marketing
Mari Smith & Lee Odden

Mari Smith exemplifies personal brand through social content

Building personal brand online is easier than ever. It’s also underrated and misunderstood by many companies trying make sense of where personal and brand social media engagement fit in the marketing and communications mix.

For myself, blogging, speaking and becoming an author have been less about becoming a “brandividual” than to serve as a proxy to the consulting that TopRank Online Marketing offers.  This approach has served us well, resulting in creating awareness internationally and keeping customer acquisition costs extremely low.

Alternatively, many companies focus solely on brand promotion without any real people behind those social media interactions.  This generic brand approach often finds social content efforts lacking. Engagement tends to be low, attention spent by the community superficial and the momentum of community growth is elusive.

Ashley Zeckman

Mold Your Engaged Employees Into Brand Advocates

Ashley Zeckman on Jan 15th, 2013     BlogWorld NMX, Brand Management, Online Marketing
matt ridings and michael brito

Matt Ridings & Michael Brito Advocating For Employee Advocacy

Employee engagement is key in improving productivity in any industry.  A happy employee is much more likely to be more productive than their counterparts.

A recent study from the National Business Research Institute (NBRI) shares just how important it is to keep employees engaged.  Findings include:

  • Engaged employees product twice as much work product in the time as unengaged employees
  • The average adult spends a quarter to a third of their waking life at work
  • 40% – 80% of customer satisfaction is affected by employee attitudes

Additionally NBRI identified the following six traits of engaged employees:

  1. Believe in their organization
  2. Have the desire to work to make things better
Miranda Miller

3 Examples of Companies Using Facebook as an Online Public Relations Tool

Miranda Miller on Dec 5th, 2012     Facebook, Online Marketing, Online PR, Public Relations, Social Media

Facebook Online PR ToolPicture this: your company has exciting news to share with customers, shareholders, suppliers and your target market. You’re launching a new product this week and it will be debuted at a popular industry event, sure to be attended by media, influencers and people who will want to buy YOUR product, just as soon as they learn about it.

You craft the perfect press release and send it to 1,000 of your contacts. Twenty of these people think this is such great news, they each send it to 500 of their friends, relatives and business contacts. Five of those people pass the news on to 250 of their contacts. Of course, these people are all fascinated, as you’ve been able to include pictures, a video, and they all received the message within hours!

Lee Odden

The Evolution of Digital PR Through Content Marketing – PRSA 2012

Lee Odden on Oct 15th, 2012     Content Marketing, Marketing PR Conferences, Online Marketing, Online PR, PR Conferences, Public Relations

Public Relations Content MarketingContent has always played an essential part of effective Public Relations. However, PR pros that don’t sink their teeth into content strategy, development and measurement quickly and effectively, will be left behind as the future of PR evolves. That’s a fairly strong statement, but it’s incredibly important and timely.

Over the past 12 years of running a digital marketing and PR agency, we’ve seen major changes in the world of PR and media relations as social technologies, devices and ubiquitous internet access have opened the doors for all-the-time, “everywhere” connectivity to the web.

That connectivity enables consumers and brands alike to:  Create, Consume, Publish, Interact and Transact anywhere, anytime. From tablets to smartphones to getting digital content via your car, the relationship between technology and people has had a major impact on how information is discovered, consumed and shared or acted upon.

Lee Odden

The One Thing Killing Your Blogger Outreach

Lee Odden on Jun 20th, 2012     Online Marketing, Online PR

blogger outreachLike many other marketing and PR blogs, we get a lot of inquiries from PR agencies and reps to write about their clients. I ignore about 80% of them.

Why? It’s mostly due to the pitch not being relevant. OMB is an agency blog with the purpose of promoting thought leadership for TopRank Online Marketing. It’s not a news site, it’s not a blog starved for ideas or in need to cover the latest software launch.

With blogger outreach, a lot of focus gets put on the hook or the angle of a pitch. Even if the message is relevant and compelling, I find a lot of those pitches still fail by leaving out one really important thing. Even if the pitch is only 90% relevant or if the hook wasn’t entirely compelling, including that one thing means there’s a good chance I’d act on it. What’s the one thing?

Ashley Zeckman

Haters Gonna Hate: Tips on Brand Management from McDonald’s #BWENY

Ashley Zeckman on Jun 6th, 2012     Brand Management, Marketing PR Conferences, Online Marketing, Other Events

Rick Wion (@rdublife) didn’t waste any time jumping in and telling the audience how tricky brand management can be for a large corporation like McDonald’s.  He opened his presentation by teasing that he was sure we had all eaten McDonald’s for lunch and drank a 16oz soda before the ban takes place and they are no longer available.

This post is a mixture of tactical tips shared by Rick, stories specific to McDonald’s and the way they have handled certain situations, as well as a few questions I was able to ask Rick myself.  So sit back, relax, & enjoy your McDonald’s Fruit & Maple oatmeal while I share some highlights from Rick Wion, Director of Social Media at McDonald’s.

Lee Odden

Digital Convergence: Marketing & Public Relations #PRSADIConf

Lee Odden on Apr 2nd, 2012     Marketing PR Conferences, Online Marketing, Optimize Book, PR Conferences, Public Relations

optimize prsa digital impact

Since 2004 or so when I started this blog, I’ve been promoting the convergence of SEO and public relations, especially through press release optimization. Shortly after, that focus has shifted to emphasize the intersection of search, social and content. In fact, here’s a post from 2006 on social media, SEO & PR.

Winds of Change. If you work in the Public Relations world, you’ve undoubtedly observed significant changes both in the news media business and the relationship between PR, intermediary news organizations and consumers. Information preferences have changed, technology and media have changed and the business of news and corporate communications have changed.

Lee Odden

Blogger Relations: Push or Pull? How to Get Bloggers to Mention Your Brand

Lee Odden on Feb 1st, 2012     Online Marketing, Online PR
Push Pull Blogger Relations

Is Your Blogger Relations Using Push & Pull PR Tactics?

Yesterday digital PR maven Adam Vincenzini pinged me about a post he was researching on how brands could make it easier for bloggers to talk about them. It’s a great question because mentions and links from influential content sources are priceless for credibility, awareness and in particular, social SEO.

This is a topic close to home because after 8 years of blogging here at Online Marketing Blog attracting hundreds of thousands of visitors, nearly 50k RSS subscribers, 13k blog Facebook Fans and 16k blog Twitter followers, I’ve had the opportunity to be pitched, schmoozed and numerous other tactics to get me to talk about companies that want exposure. After all that, I can say I think I’ve found the magic formula that will almost guarantee bloggers will talk about a particular brand.

Ashley Zeckman

Online Marketing News: Women Dominate Community Management, Google Privacy, FBI Social, Twitter Censorship, McD Hashtag Gone Wrong

Ashley Zeckman on Jan 27th, 2012     Content Marketing, Google, Online Marketing, Press Release Optimization, Search Marketing, Social Media

Social Media Community Managers

The 2012 Community Manager Report

Community Manager is an essential, yet still uncharted territory for many companies that are expanding their presence on the social web.  What should you know about the current state of this position?

  • 67% of Community Managers work for a brand
  • The most popular city for Community Managers is New York
  • 65% of Community Managers are Female

Be sure to check out the rest of this report presented by Social Fresh.

Google & FBI: All Your Social Data Are Belong to Us

For non-geeks, here’s the reference (Zero Wing video)

Ashley Zeckman

4 Things Lady Gaga Can Teach Us About Social Media PR & Online Influence

Ashley Zeckman on Jan 19th, 2012     Online Marketing, Online PR, Public Relations, Social Media, Social Networking
Lady Gaga with one of her Little Monsters

Photo Credit: Flickr gjkooijman

Lady Gaga is the definition of an influencer offline and online; her music, fashion sense, and passion for social causes have spread around the world in only a few short years.  Love her, like her or hate her, you know who she is and you’ve probably heard more than one of her songs.

When searching for a way to improve your online PR strategy or increase your social reach, who better to learn from than one of the most influential celebrities in the world and on the web?

Social Media is Going Gaga

  • Lady Gaga Facebook Fan Page Followers – 46,608,220
  • @LadyGaga Twitter Followers – 18,198,577
  • Lady Gaga Google+ Followers – 20,852 (only 4 days after signing up)
Ashley Zeckman

5 Tips on Creating Video Content for Public Relations

Ashley Zeckman on Dec 15th, 2011     Online Marketing, Online PR, Public Relations

Lights, Camera, Action. Video puts a new spin on traditional Public Relations.

If you are  Public Relations professional (or online marketer), the time has come to implement new tactics that will keep your audience excited, engaged, and encouraged to share.  While optimized press releases, case studies, and white papers are great forms of online content, it’s time to take advantage of one of the hottest media formats on the web.  A study done by Forbes stated that 75% of senior executives surveyed said that they watched work-related videos at least weekly, and 52% watched work related videos on YouTube at least once a week.

I will warn you that implementing a video marketing campaign is not always easy and not always successful, but there are some practical tips that can improve your chances of #winning with an online video strategy.

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