Trying to wrestle the media industry beast to the ground nowadays takes some unique skill.
We’re all in a state of flux.
Every change in terms of what we view as modern day sources of media, affects how a Public Relations Company is structured.
Those that resist digital changes will suffer the fate of those laying in the graveyard, I’m looking at you newspapers.
The writing was on the wall a decade ago but with large media outlets comes slow and staggered change. For many with a rapidly declining readership it is too late.
But for PR firms, all is not lost. We’re seeing a huge conflation between digital agencies
Here are four things to check for to see if your PR agency has moved with the digital age:
1. Is SEO part of your price plan? – Google is the gateway to the internet. Close to 8 out of 10 internet sessions begin with a search. Google’s Adwords platform is one of the most lucrative on the planet because it taps into a micro-targeted psychographic. Your client’s brand needs to be at the forefront of that query. You have a new lead waiting to be converted. SEO is a long haul project. In my experience most SEO firms might as well be selling air. Some of my clients have actually decreased in ranking after hiring a firm. If you cheat Google, Google will hunt you down and trample you to the ground.
2. What are you doing with media hits?– So you have some press attention… Great. What are you doing to make sure it lives on the web for eternity paying you dividends for years to come? So many PR firms celebrate their media hits, blast them out to a small social media following and then watch them die. That’s ludicrous. A PR hit is useful for on-site content, off-site content and drastically improves your SEO. If you aren’t leveraging it you are wasting a large amount of time and energy. Remember, 70% of people would rather learn about a company from an article than an ad. Build on that momentum and draw in additional audiences outside of that media outlet.
3. Does your hit create a discussion? So many brands steer clear of making any waves. Anyone who has been noticed has created a bit of a stir. Newspapers love stories with an angle or that foster discussion. It increases traffic and impressions and builds out the comments section. A good PR firm will start that discussion elsewhere creating a snowball effect that engages people within their target demo.
4. Backlinks, Backlinks, Backlinks– Simply put, a backlink is a link to your site from another website, ideally with high authority according to Google. Many PR professionals find shame in asking a site to link to their own. There is no harm in trying. High quality backlinks are a game changer for a new brand looking to rank for keywords related to their niche. They are essential to an inbound strategy. In fact, advocating for a client as a guest blogger can do wonders for both public profile and SEO.
Contact us for a free consult on a combined PR and Digital Strategy.