Google updated their content guidelines for links recently causing a bit of buzz amongst the SEO community, mostly from those looking for clarification. I’ll get to that shortly, but something else popped up that’s worth debunking.
The link scheme clarifications directed at webmasters also attracted a post from ZDNet via Tom Foremski’s sensationally titled article, “Did Google just kill PR agencies?”.
In case you didn’t know, PR agencies do a lot more that create press releases, let alone over-optimize them for search.
Companies rely on PR firms for a variety of services and consulting ranging from strategy and message development to media relations and social media outreach to monitoring and reporting. Product launches, press conferences, event management and promotion, reputation and crisis management, media training, investor relations and of course content creation are all services provided by different PR agencies.
In today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats and devices.
For a recent presentation at a corporate communications and PR conference, I polled my network of digital marketing and PR pros working client-side about the most pressing questions they’re dealing with when it comes to integrating Marketing and Public Relations.
So you want your campaign to go viral…
Most companies understand the benefits of a well-executed online PR strategy: improved brand visibility and industry reputation, increased traffic to the company website and even sales. It’s no wonder that companies trip over themselves to come up with a regular stream of PR related content.
Over 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.
Picture 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.
Content 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.
Like many other 