In Public Relations, the driving principle that drives every single element of a campaign is that perception is a reflection of reality. This is truer than ever in this Interactive Age because anyone with Internet access can express their opinions on the World Wide Web. Internet users can share their views for the public to read via blogs and websites. Because of search engine technology, internet users have access to any idea of online debate (be it positive, negative, or neutral) that ranges from real estate to iPods.
Google has revolutionized advertising online as well. The thing that sets Search apart from other strategies for online marketing is that it provides each user with the correct details based on their initial query. Most of this information comes from the smallest corners of the Internet and gives strength to voices that have not been heard.
The new media paradigm of democracy creates new challenges for Public Relations- the art devoted to communicating a company’s message to its target audience. Public Relations no longer has to deal with the comparatively small inlets of efficient radio, television, and print media – now, thanks to the Internet, Internet, Public Relations has to compete against …gulp …the people!
Therefore, it is logical that the PR strategies must include the growing realm of Search. To be successful in the market, your business must reap the PR advantages which result from it. Search Engine Optimization is a must for Public Relations professionals to ensure the integrity of their client’s image. A comprehensive PR plan must include a Search to establish or maintain a client’s vision.
The longevity of traditional PR becomes a matter of the latest technology. When selecting the right Public Relations company to help your company maintain its image, it’s not a matter of what company has the most history and reaches. If your PR agency has no available search division, don’t expect your efforts to go beyond printing and paper. In this regard, it was an apparent expansion of ICMediaDirect.com to launch the launch of its Public Relations division after the achievements that it has had with its Search and Research divisions. Realized that a lot of the work that was done by the PR division for SEO or SEM was already intrinsically linked to the new PR that is influenced by Search and the launch of a PR department in a company that has been accustomed to the specifics of this field will not come as a shock.
What is their relationship?
Let’s consider an imagined assault against Sunshine Widgets. An unhappy entity can begin “blogging” against Sunshine Widgets. They could make a fuss about one unfortunate incident or lie about Sunshine Widgets and its lack of professionalism as a company. It’s not that difficult.
Sunshine Widgets may run TV and print advertisements. This effort could be undermined by someone who runs a blog with an information campaign. Untrue accusations or accusations would appear each time someone searches for “Sunshine Widgets’. Every company, whether large or small, imaginary or not, can afford negative media surfacing each time a user searches. At this moment, the need for a thorough Public Relations strategy becomes clear.
Sunshine Widgets could, through an approach commonly referred to in the industry as the practice of Search engine Optimization (SEO), be proactive in establishing its brand voice, thereby strengthening its image as a brand. The range of online channels available to interact with allows Sunshine Widgets a more remarkable ability to identify its intended message. Here are some ways in that it could benefit from a more search-driven Public Relations campaign in the context of these frequent blog posts:
Search engines for blogs such as Technorati.com and Delicious.com are rapidly growing in popularity and usage. This suggests that users while searching for “what is the truth,” are not just about “what individuals think” but as well “when they think they know.” For instance, there were more searches for ‘Sopranos’ on the day of the show’s premiere than there were in the six months prior – and blog searches provide the most up-to-date information news about what bloggers are writing about, in contrast to search engines that may not take the posted date into consideration. Thus, with SEO Consultant, those searching the Internet for “Sunshine Widgets” will get the correct information regarding the content up to the minute.
O Sunshine Widgets could issue press releases to announce new ventures and strategies for the future and also past achievements. Press releases are one of the most commonly used forms of communication by businesses and are a significant factor in shaping the public’s impressions of the brand. When distributing press releases on the Internet, companies can immediately convey the message they want to get to millions of people.
It is possible that Sunshine Widgets could engage in an online pay-per-click (PPC) campaign to direct users to landing pages that Sunshine has chosen. Although driving sales figures is less important than branding, Paid search campaigns can also increase visitors to a website, and the business that attracts more customers to its website helps build its image – and the reputation, as we’ve said before, is crucial.
Each campaign would employ different methods to achieve the same objective, more effective corporate communications for the public. The benefits to the business could differ as well. For example, every piece of information published online does not just “put words out to the world”; however, it will block any harmful elements from a rebel’s message. A single blog that is angry is not in a position to obscure a company’s message if the company runs an effective public relations campaign. The various formats of messaging can protect you from this risk.
Although traditional media outlets remain the primary element of a successful PR strategy,
The Internet provides an unparalleled possibility to connect directly with consumers personally. With an online campaign, a company can not just defend its image from attack. However, it can also increase and broaden the base of its customers.
Take a look at the following stats: a person is nearly four times more likely to tell about the negative experience they had of a business than one that was positive. Consider that an unhappy consumer has had a bad experience with your business. Let us imagine they publish a daily blog encouraging other customers to leave your company. Then, imagine that typing your business’s name in Google brings up the blog of the unhappy consumer as the first result. Consider what you would do if you launched traditional campaigns (print TV, radio) to repair the damage to your image, or do you resolve the issue right at the source with an online-based campaign?