Blogging, online reputation management & SEO PRNicholas O’Flaherty & Thom James,Bullet PR

Agenda

The new media landscape PR & SEO, eg: transforming the humble

media release Online reputation management Blogging as a PR tool Case Study: The Life Insurance Blog

Old media landscape

It wasn’t that long ago……

Current media landscape

How times have changed…..

New media landscape

Advent of web 2.0 has splintered & multiplied media channels

Blogs

PodcastsPrint

Radio

News sites

YouTube

Social networking sites

Forums

Wikis

Newswires Chatrooms

Social bookmarks

TV

The New PR

Insatiable demand for content in a Web 2.0 world

PRs having to think like publishers: effective online content strategy allows a company to exercise thought leadership

The New PR

PRs are relationship managers Social media is simply another way to

build relationships The new PR is intrinsically connected

with search engine marketing

SEO PR - Transforming the humble media release

Traditional Uses creative language

Written to catch journalist’s eye

Text + (optional) image

SEO PR - Transforming the humble media release

Optimised release Language dry by necessity

Content based around keywords

Written for searchability

Media-rich

HEADLINE

Bullet-point summary of key points

Keywords/tags

Links

Embedded media files

Quotes

Company info

Contact details

RSS feed & bookmarking buttons

Social media release

Social networks & PR

PR dependent on establishing networks

Steve Rubel: “Social networks will become the primary theatre of operations for PR”, replacing email

Still early days, in NZ at least

Online reputation management

Effective PR = swift, decisive

response to issues

Online reputation management

Monitoring clients, competitors, industry news, key topics:RSS feedsGoogle/Yahoo alertsTechnorati Watchlists

Picking up on negative commentary Reacting appropriately where

necessary

The state of the NZ blogosphere

An untapped communications channel for NZ businesses

Only 1 out of top 30 companies blogging

Majority of corporate blogs IT-based

Why blog?

Share company news & information

Generate word-of-mouth buzz

Thought leadership

Why blog?

Branding/online visibility & SEO

Reputation management

Two-way communication channel

Where does PR fit in?

Advise on content Posting schedule Editorial input Monitor comments & other blogs

…BUT Blogger(s) should be primarily

responsible for content

Case Study: Pinnacle Life/The Life Insurance blog

Pinnacle Life: world’s first pure online life insurance provider

Comparatively small player locally

Little media exposure, low brand awareness

www.blog.pinnaclelife.co.nz

Drives traffic to e-commerce site

Generated debate on broker vs. direct model

Led to media coverage locally, overseas

Positioned company as industry thought leaders & innovators

To conclude Web 2.0 has created new challenges &

possibilities for PR practitioners

Search & PR are becoming intertwined

Good PR practitioners will look to forge SEO partnerships & vice versa

…Thank you

Questions?