Elementary Writing

This is the last article in our online course series on the theory, practice, trends and secrets of New Age Public Relations. Other topics that we cover are:

Regardless of what we think we know about PR and the New Media or Social Media revolution, the truth is that we actually may know less about everything than we care to believe. This is times to lead and learn in order to improve an industry long plagued by misconceptions and the lack of PR for itself.

From Public Relations to Public Relationships

Edward Bernays (1891–1995), the founder of public relations, wrote in his 1928 book Propaganda:

“If we understand the mechanism and motives of the group mind, is it not possible to control and regiment the masses according to our will without their knowing about it?”

In 1928, the answer was yes. But today, the answer is no. The Internet changed public relations forever. Now the individual is in control. People trust their peers more than they trust companies. Relationships trump messages.

It’s why Public Relation Arsenal more an more deploys—social media services. Blogs, podcasting, social networks, photo/video sharing and online forums are social media tools that make connections, generate conversations, build trust and form relationships.

New media is forcing the rapid evolution of communications and is reinventing the science of public relations into the art of “personalized” relations. This is the practice of matching our stories with the preferences of those we wish to reach. Yes, it’s what PR should have been all along, but it’s not.

SEO PR

SEO PR is a latest technique spreading in the market to increase the business via internet. The public relation can be said the X factor of SEO which adds value to that service.

SEO PR is basically a blend of search engine visibility and public relation which increases your reputation in the market. It is a way of disseminating the message of the company in the market to the target audience.

For each PR Campaign, your SEO PR should include these activities:

• Article Creation and Submission
• Press Release Creation
• E-mail Marketing
• Blogging
• Social Bookmarking
• Email Newsletters
• Develop White Papers and Blue Papers

And here is a secret (location): The Google Webmaster Central blog has posted recently it’s SEO Starter Guide available for free PDF download.

This is excellent news for all PR practitioners and for small business owners, especially during a recession, as many companies will be looking to push their search rankings/traffic forward but without the budget for SEO consulting. Actually that is spot where SEO PR takes a lead.

NEWSFLASH - YouTube PPC

All of a sudden Video just becomes a key-part of everybody’s strategy. Everybody is going have to used to doing videos. It is just a fact.

Here is a short Pop Quiz for you:

Q: Who is No1 search engine in the world?
A: Google!
(Ya’ it was easy one)

Q:Who is No2?
A: Yahoo!
So darn wrong!

YouTube is now No2 search engine in the world!

This is extraordinary news for every PR, particularly when you find out that just over night YouTube have launched Pay Per Click (PPC) advertising. As a PR professional, you are able to utilize a premium new media channels, and take shear advantage upon your competition. You will be able to PPC advertise inside of YouTube based on the keywords and based on the video you wont to advertise in.

You still don’t see the benefits? Well maybe PR is not right place for you to be

Secret location: https://ads.youtube.com/

Effective PR Damage Control

In this day and age of online media, rumors, malicious gossip, unfair comments or opinions and other bad online news spread fast! Online Public Relations (PR) plays a vital role in helping companies create the feel good factor for the consumer.

Be ware that here we are anticipating through spectrum of practical actions, from the prospective of effectiveness, not positive ethical norms. Se here are your response options:

• Attack the accuser attempting to eliminate the attacker’s credibility.
• Use denial claiming that no crisis exists.
• Justification where the corporation claims no serious damage was done
• Use ingratiation to appease the publics, such as giving away coupons.
• Use corrective action to right and manage all wrongs.
• Give a full apology asking for forgiveness for your mistake.

All six responses have been used in the past with varying results. If chosen properly, one of the six “well known secret techniques” can help mitigate damage.

Using SearchWiki to Improve Public Relations Feedback

SearchWiki is innovative approach by Google to its search results. It now allows users to track not only their favorite sites, but also allows them to keep track of all the feedback and comments those sites receive from other users.

This has huge impacts for PR professionals who are also attempting to be good listeners.

Here’s the secret scenario: PR campaign managers could create specialized searches based upon campaigns and track the various comments offered by Google users.

This video describes how to use SearchWiki and other possible ideas on how it may be utilized for your (search/PR) purposes:

To see how others are commenting on your SearchWiki results, you simply click on the “See all notes for this SearchWiki” link and all public comments are shown.

By providing another feedback loop SearchWiki has the potential to be a valuable measurement tool in our Public Relations Toolbar.

The Bottom Line

After you read this post and this articles series, make the decision specific to what’s best for you and your company. It’s all about how to do this the right way, no matter which path you choose.

Our primary intention was to de-mystify the PR process, giving you step-by-step tools to successfully generate media coverage for your business. You were invited to see examples of highly effective press kits, learn about devising the winning PR campaigns, to discover advanced Public Relations tools and techniques, and get a crash course on developing your own newsworthy media messages.

If you find this tutorial useful, please make contribution by sharing your own experiences and knowledge with our community. And off course, by spreading the word in the best PR manner.

We wish you all the luck in your present and future Public Relations ventures.

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Make Literature Online Media Team
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Tags: hidden pr, innovative public relations, pr classified, pr confidential, pr secrets, public relations secrets