Online Public Relations - The Digital Bus Podcast Ep3
Ross Johnson, CCO of Ingenex Digital Marketing and Derek Mehraban, CEO of Ingenex Digital Marketing give their thoughts on Online Public Relations.
Show Notes:
- What is online PR?
- Explain Traditional PR
- Explain Online PR
- Who / What are you targeting with online PR?
- online news sources
- online publications
- bloggers
- forums
- Twitters / Microblogs
- Comments on FlickR / etc
- Why use online PR over traditional?
- Different crowd
- More conversation, engagement, interaction
- More people online
- Trust online more then traditional media (really?)
- Lower barrier to entry, larger audience in some cases
- How might you use online PR?
- track, monitor, engage in converstations about your brand / products / service
- pitch bloggers, online publications to write about you
- market research
- SEO
- Exposure
- Tools for online PR
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Blogger Outreach Etiquette
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Take time to find the actual name of the blogger
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Clearly disclose who you are and where you work in the outreach
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Offer comments on the blog to show that you are reading the bloggers content
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Thoroughly check the blogs preferences and advertising sections to make sure that no indications have been made by the blogger that they do not want to be solicited
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If there is a specific way they wish to be reached, reach them that way
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Connect with each blogger individually
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Indicate that you know/have read topics they frequently write about
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Establish a tone in the outreach emails and keep it consistent
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Indicate communication is encouraged; private or public comments and suggestions are welcome
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Include a call to action in addition to the trial
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The blogger outreach email should include a link to the code of ethics for blogger outreach
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Offer an “opt-out” link in the email so they may choose not to participate
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Make a list of those who have blogged about the company in a specific time frame
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Keep track of the bloggers to whom you have solicited
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Subscribe to the feeds of the blogs that you have commented on
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Draw a conclusion to the trial/process
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Your advice on press releases is right on the mark.
Search engine optimization is particularly important when writing Online PR. If you use the same keywords in your releases that people use when searching online for the same information, you can attract a lot of attention for your product, service, cause or issue.
Love the blogger outreach etiquette part. Very important to follow these if you really want to be received well.