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Posted on February 27, 2007
Proof that Online Visibility Leads to Offline Expertise
BY JAMES CLARK
Online visibility is a true primer for offline expertise. As journalists monitor online conversations seeking to identify expert sources for stories, if you or your company consistently appears in the search results around a particular topic it provides instant credibility.
Let's be honest, the actual search engine ranking position in Google is not a direct correlation to being a true expert, but being highly visible for a search term is a huge bonus. I liken it to a reporter sitting at her desk thinking about a story on Podcasting, and a second later their phone rings and it's Room 214 pitching a story about Podcasting - how timely. That scenario translates itself online, a reporter is interested in a topic, they do some research online and find a number of articles and blog posts from your organization about the topic. Instantly the reporter can see you are an obvious expert and a have timely and relevant take on the topic.
Just yesterday our client Brett Astor of Strategic Media, a direct response radio advertising agency, sent us this message:
Successful PR
Check it out:http://www.responsemagazine.com/responsemag/article/articleDetail.jsp?id=406619
Not only did I email him thoughts and info, but this writer went into our blog and article library and pulled out content related to his article and quoted us. Pretty cool.
- Brett
If you read this article, it's clear that Brett and Jeff of Strategic Media are the leading experts on radio advertising. They are quoted more often than any other company in article.
The volume of blog posts and articles in their online library make it simple and easy for interested reporters to clearly find timely and relevant content to build a story around.
We love it when a plan comes together.
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Posted on October 23, 2006
Time to Syndicate Your Press Room - Google Blog Search now in Google News
BY JAMES CLARK
Google's (Nasdaq: GOOG) recent move to add links to Google Blog Search on the front page of Google News and placing a Search Blogs link at the bottom of each news results page raises the importance of adding a Syndicating Press Room to your web site.
Almost a month ago we posted "Syndicating Press Room - The 9th Free Thing Every Site Should Do" in response to Seth Godin's post about 8 things every site should do.
It continues to be our strong belief that if you are responsible for visibility, public relations or expert positioning one of the first items that should be addressed is getting your press room syndicating RSS feeds for the masses.
The residual benefits are tremendous and the impact can be immediate.
Others in the conversation:
Steve Rubel
Marshall Kirkpatick
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Posted on September 26, 2006
Syndicating Press Room - The 9th Free Thing Every Site Should Do
BY JAMES CLARK
Seth Godin's recent post on the "The 8 Free Things Every Site Should Do" reminded me once again of one the least expensive (free) and most efficient ways to keep your web site current and the search engines happy - the Syndicating Press Room.
In our experience working with companies trying to improve their web site experience, we find that only about 10 percent of their website gets updated on a frequent basis, and a majority of the time those updates are made in the press room area.
So one of the first recommendations we make is to get that press room working for them. Crank up the RSS feed and start syndicating. You can't expect people to remember to periodically come to your website and scan through the pages to see if there's any new information. And it would be naive if you think your press contacts are habitually combing your press room for new info.
Since a syndicating press room is built on a blog platform, every time new information is posted into the press room, it syndicates through an RSS feed which pings the search engines and notifying feed subscribers of new content. So it serves a dual purpose of driving search visibility and notifying your followers of new content.
There have been instances of "pure bliss response" when our clients have let their press contacts know that they now have an RSS feed and will take them off the email distribution list. Making your press contacts happy and keeping them current goes a long way.
Now, to say that this is free, is assuming that you have the skill sets internally to design and develop the syndicating press room on a blog platform. If you're seeking a do-it-yourself approach we recommend MovableType and WordPress as blog platforms.
What does a syndicating press room look like? Here are some samples of news rooms we have customized on blog platforms:
http://www.quistfinancial.com/press-room/
http://www.organicnewsroom.com/
http://www.tensorcomm.com/press-room/
http://www.smartsearchmarketing.com/news/
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Posted on September 25, 2006
Distributing News by Feed: Simpler, not Lazier
BY JASON CORMIER
On Sept. 19, I wrote this posting for the Poynter Institute's group weblog E-Media Tidbits (which is read mainly by mainstream media pros) that caused a little stir in the PR field.
See, part of what I do is journalism, so consequently a lot of PR folks unthinkingly add me to their press release e-mail lists. I really, really don't like that. In fact, I routinely flag any unsolicited press release as spam. I strongly prefer to get news by feed, and I subscribe to lots of feeds on the beats I cover.
It's not that I'm closed to new sources. In fact, PR reps for prospective sources can always e-mail me to request permission to send me releases. If I think they're relevant enough, I'll first ask for their feed URL. If they don't offer a feed, then I'll let them send me e-mail only if I think their content truly is on-topic for me.
Not surprisingly, several PR pros were alarmed that I'd flag their precious releases as spam. Tough! It's my inbox, and have no trouble finding good leads from diverse sources.
On Saturday, PR blogger Barbara Iverson picked up on my theme and encouraged PR pros to offer feeds. I appreciate her support in that community.
In the comments to her post, I asked Iverson whether she thinks most PR folks know how to set up a feed, or know enough to ask their tech people to set it up for them. From her reply, I gather that most PR pros probably don't even know what feeds are, let alone how to set them up.
Then she responded with a good question of her own: "Do you think most reporters know about feeds or how to ask for them?"
Here's what I told her, plus more reasons why organizations should publish their news via feed...
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Beyond Blogs: Moleskine Goes Where the Conversation Happens
BY JASON CORMIER
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| My Moleskine reporter's notebook -- which is holding up well, despite frequent abuse. |
Moleskine notebooks aren't fancy. In fact, this brand's reputation hinges almost entirely on quality, and on a vocal, dedicated community of customer evangelists -- such as Merlin Mann of the popular productivity site 43 Folders.
Therefore, when sharply worded complaints about Moleskin's quality and service erupted on the 43 Folders Google Groups forum on Aug. 15, Modo & Modo (manufacturer of Moleskine notebooks) had a pretty big problem.
Apparently, some Moleskine notebooks started falling apart after just a few weeks or months of use. Some owners of these defective notebooks tried contacting Moleskine US, but got no response. Later, it turned out that Moleskin US is not the US distributor for this brand. The official US distributor is Kikkerland Design Inc. But in the meantime, these customers believed Moleskine was ignoring them. Not good.
Clued in by e-mails, Moleskine maker Modo & Modo began checking out the online complaints. On Aug. 30, the company posted a sincere apology on its blog. They offered an explanation of their late response: they're a small company, and in Italy everyone's on vacation in August -- not a great answer, but an honest one. They also offered clear instructions on how owners of defective notebooks could get their problem addressed.
Even smarter, Modo & Modo posted the full text of this statement onto the 43 Folders forum where the complaints arose. It's interesting to note that, despite earlier frustrations aired in that forum, all the responses to the company's apology were positive and supportive.
This story demonstrates the importance of three lessons for all organizations who understand how conversational media can help make or break your reputation...
