Search Engines Changed
When it comes to Public Relations, the philosophy of management is even the smallest aspect of a campaign, the perception of reality. It’s as true as ever in the Interactive Period, because anyone with internet access has the ability to vote for his or her opinion on the World Wide Web. Internet users now have the ability to present their public opinion opinions on blogs as well as websites. Thanks to the arrival of search engines, web surfers can get any perspective of the online debate (whether it’s positive, negative or indifferent), which varies in the subject of iPods to Real Estate.
Google has also changed large-scale ads on the Internet. What distinguishes the search of other online marketing strategies is that each individual user provides specific information based on their initial investigation. Often this information comes from the dark corners of the internet, thus giving power to voices that may have been unheard of.
This democratic media revolution brings new challenges to public relations – the art dedicated to communicating a business’s message to its audience. PR is no longer busy with the relatively low inputs of effective television, radio and pressure, because of the internet, public relations must actually fight with the public!
It is therefore sensible that PR efforts now include the expanding world of search, and to survive in the market, your business needs the PR benefits that result from this. Search Engine Optimization must be used by professional staff to ensure the standards of their customer image. A comprehensive PR strategy must include search as a way to build or maintain a customer image.
The survival of conventional PR then becomes an issue of updated technology. When choosing a public relations company to help your business maintain an image, it’s no longer a question of who has the longest record, but who has the longest reach. If your PR company does not have a search section of its own, do not expect your campaigns to go beyond the traditional paper and print. In this sense, it was a natural extension of ICMediaDirect.com to announce its Public Relations Division to the successes of its Search and Research section. Finding so much of the work for SEO and SEM was already inherently related to the new Search-influenced PR, the launch of a PR department in a company well-known with the details of this industry, is no surprise no.
How did they relate?
Let’s take an imaginary attack on Sunshine Widgets. An unfortunate entity can simply start blogging. They can harp on a single unfortunate incident, or flatly tell lies about Sunshine Widgets, and its corporate inefficiency. It will not take much.
Maybe Sunshine Widgets are on TV and print ads. These attempts will be interrupted by a few chap with a blog with a disinformation campaign. Unfair accusations or charges will appear every time someone searches for Sunshine Widgets. No company, big or small, real or imagined, can afford bad pressure that occurs with each user search. At this point, the need for a comprehensive PR strategy is clear.
Sunshine Widgets, through a practice known as Search Engine Optimization (SEO), can proactively claim its corporate voice, thus reaffirming its star brand image. The variety of interactive channels to get involved, allows Sunshine Widgets greater ability to define the desired message. Here are the ways in which it will benefit from a search-oriented Public Relations campaign in the light of these random blogging:
Blog search engines, such as Technorati.com and Delicious.com, grow rapidly in use and popularity. This indicates that users, when looking for what the real story is, are strange, not just about what people think, but also when they think so. For example, there were many more Sopranos searches on the day before the season premier than it was six months before and blog searches give you the latest blogger writing, unlike search engines that may not take the date of information. in mind. Therefore, through Search Engine Optimization, anyone searching on the Internet for Sunshine Widgets will return information that is not only accurate in terms of content, but also by date.
Sunshine Widgets can issue press releases to announce business ventures, strategies for the future, as well as past successes. Press releases are the most widely used communication tool used by a company and integrate into the formation of public perception of your brand. By distributing press releases online, a company has the opportunity to immediately communicate its immediate message to millions of consumers.
Sunshine Widgets can be involved in a paid search (PPC) campaign to select Sunshines landing page searchers. During management, sales numbers secondary to brand-image construction, a paid search campaign also burn more traffic to a company’s website and the company that drives more users to its website helps to shape its own reputation and reputation repeat, very important.
These campaigns will all use different tools to achieve the same goal, better public corporate messages. The benefits brought to the company will also differ. For example, all content published on the web will not only expand the word, but express any negative effects of some apostate messages. A single bad blog can not cloud a business message, provided the company maintains an effective PR campaign. The many different message formats must be isolated from this danger.
While traditional media sales are still the cornerstone of any successful PR campaign,
the internet offers an unprecedented opportunity to reach consumers directly and individually. Through an internet campaign, a company can not only protect its trademark image from attack but strengthen and expand its consumer base.
Consider the following statistics: A consumer is four times more likely to tell a negative experience with a company as a positive one. Consider a dissatisfied consumer having a negative experience with your company. Let’s assume that they are writing a daily blog that encourages other consumers to boycott your business. Lastly, let’s imagine placing your company name in a search engine, the mentioned dissatisfied consumer blog appears as the first search result. Ask yourself whether you will start a traditional campaign (print, TV, radio) to stop damaging your brand image, or will you stop the issue at its source through an online campaign?
The answer is obvious, and any company that does not consider the internet when formulating the PR strategy can also place negative consumer criticism on its website. This happens virtually anyway.