As I move from traditional PR to on-line PR I notice many similarities. Off line, my small business clients want to be featured in the IBJ or Indy Star. On-line they want the first position on a Google search. Many of the tactics, though applied differently are really similar.
To be featured on or off line you can:
- Buy your position with an advertisement – but advertisements will never have the credibility of editorial content off-line. And on-line only 10% of traffic will ever come through an advertisement
- Improve your position with relevant content – Send press releases with new or information on hot issues, and on-line review your copy verifying it contains key words
- Improve you position with frequent updates. Off line I refer to this as the drip theory; sending small updates to local media so they know what is going on in your business, and have the perception you are a dynamic firm. On-line frequent blog posts or updates to your site let Google know your site is worth visiting on a regular basis moving you up in the rankings
- Create Links – In the off-line world this involves staying connected to other businesses who serve your client. In the on-line world there are many ways to build links to your site including asking your friends and associates to connect to you in exchange for a connection to them or posting content on relevant sites or simply distributing press releases through on-line news sources. I found this post with Ten Simple Rules to Build Links
What are you favorite PR strategies?
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