You could be an excellent writer but if you fail to drive traffic to your written page then the end result becomes pointless. The title of your page is the entry point to your site, much like the store front for your business. A poorly done store front can actually push people away from your business, and your page’s title can do the same if you aren’t careful.
For clients that want stories on television our advice is always – get video. Television is a visual experience so if you want your story covered it helps immensely to have video. Often that requires you to hire a professional to shoot your B-roll footage, something that is an added expense and impossible for many small local organizations to get.
But that’s changing.
In the last few weeks I’ve noticed FOX Chicago increasingly using YouTube clips as an alternative to the traditional B-Roll footage they’ve typically used to highlight stories. To be clear, television has been using YouTube for quite a while, but not in this way.
Since YouTube’s launch, news organizations have been featuring skateboarding dogs and water skiing squirrels to show the lighter side of life. It took a while but eventually news organizations began realizing the value of YouTube. Citizen journalists were the first on the scene for earthquakes, riots, wars and other major events where news corps didn’t have cameras.
|Battle of the Titans
Branding Versus SEO
Good branding practices and good search engine optimization (SEO) practices make strange bedfellows.
While both are intended to advance the interests of an organization, they don’t always get along.
As marketers, we take it as a given that good branding is built on the foundation of well-defined positioning. The typical branding exercise is to define a few key positioning planks that a brand will own. For example, a brand definition might be: High-Quality; Good for the Environment; and Easy to Do Business With.
The hope is that we’ll create a branding platform that is attractive to our customer targets and that has some white space around it, with strong differentiation from the branding of the competition.
With these positioning elements in place, we then operationalize the brand, making sure that every customer and stakeholder touchpoint appropriately promotes our positioning.
Consistency in messaging is key. We want everyone in the organization preaching from the same hymn sheet. To ensure consistency, we marketers will often create blurbs of text that have the official “Marketing Department Stamp of Approval”.
It’s no question that media relations is changing. In the past, it may have been acceptable and successful to simply post a press release in an e-mail or a fax it to a newsroom. But in a world ruled by Facebook status messages and Tweets, old school media relations is having a hard time staying relevant and producing results.
Not to mention how overworked journalists are (check out this post from Frank Krolicki about pitching journalists that are stretched thin).
However, there is still a lot of grey area for social network media relations. The practice is still in the early stages of infancy as PR pros determine successful strategies and journalists look for more ways to hide from the bombardment of flack on their social accounts.
Twitter is rapidly emerging as one of the most commonly used social media sites for pitching and attempting media relations. This is mostly due to how open the network is and how easy it is to follow anyone, even Oprah!
But, this does not mean media relations professionals can take the opportunity to fill people’s inboxes. Instead, the skill of relationship building becomes more important than ever before.
In our blog introduction post, we noted that we come across recurring pain points for our clients.
One of these difficulties surrounds the issue of a media interview. Whether having an on-air conversation with a radio personality or news anchor, being quoted for a daily newspaper, talking with a reporter for their news blog, or even taking part in a “Twitterview,” an interview can play a significant role in public opinion about a company or a person.
So with so many different types of interviews, it’s understandable to feel somewhat anxious before sitting down with a reporter. Many questions may arise: Is the reporter expecting that I’ll have answers for all his questions? What information will the reporter know ahead of time, and how much explanation will be necessary? Will I be able to review the story before it’s published? What if I say something that’s incorrect or I want to retract a statement?
It’s best to take it one step at a time and realize that the journalist is just doing their job. They are often overworked and simply seeking a good story that will intrigue both their editor and their readership.