The press release, the original tool of the PR pro, is broken.
It happened in stages. First there came email, prior to which press releases had been faxed or posted to editors, the laboriousness of the task forcing PR people to choose their targets with appropriate care and attention.
But with email, you can grab a list and not think twice about bunging it out to all and sundry. The result was laziness leading to abuse.
Then came the SEO industry. The press release’s power for generating link juice was spotted. Stick a press release on a wire and regardless of its quality or newsworthiness, its content and links will get replicated across the web, even on some authoritative domains.
Once again, the result was laziness leading to abuse.
There are few companies or organisations that can come close to rivalling the power that Google wields over the internet and search in particular.
So when the search engine updated its rules on unnatural link schemes recently, making specific reference to press releases, it triggered a rather alarmist article from ZDNet asking whether Google had killed PR agencies.
However the article on ZDNet understandably (and probably intentionally) ruffled a few feathers within the PR industry as it painted them as black hat SEOs, out to flood the internet with dull, keyword loaded press releases just so they could help their clients climb a few places in search rankings.
You won’t have to travel far in this or any 2013 trend prediction piece to find that some of the most insightful thought leaders are proclaiming “content is King” when it comes to driving success in a digital world. I’m not buying that.
I don’t think content is King. I actually believe that we will in a digital world where convenience is King and content, is, in fact King Kong. And the link between the two is a powerful tool called Discovery.
It is about time that the public relations industry got to grips with SEO. As part of my work I have spent a lot of time building an SEO PR proposition, however many agencies still ignore the subject.
Apart from a few savvy PR agencies, the majority of PRs just don’t understand the relationship between PR and search engine visibility, let alone how to measure if this visibility leads to some sort of ‘conversion.’
Econsultancy and LBi / bigmouthmedia have launched the 2011 State of Social Media survey, which aims to benchmark trends and levels of spending within the market.
As with similar studies published in 2009 and 2010, the research is based on a survey of client-side marketers and in-house PR professionals, as well as agencies, consultants and other specialists working in the social media arena.
More than 600 companies have already completed the survey since Friday, a great response which shows that interest in this topic shows no sign of abating.
Many companies are under the impression that opinion about brands on Twitter is mostly negative, but a new survey conducted by Econsultancy (and supported by Toluna) shows evidence to the contrary.
The Twitter for Business Guide, published earlier this week, includes findings from consumer research, which indicates that a higher proportion of consumers have conveyed positive, rather than negative feedback on the social platform.