This is no April Fool's joke. How PR is practiced on the Web may now be more important than contacts with live newspeople. Google rankings matter greatly for all sorts of businesses. Your clients want to be discovered via links and Google searches. So how do you proceed to build a client's Google presence? Some firms are further along on that than others, and Jeremy Bencken of Search EngineWatch is here to help.
Jeremy has posted a lengthy "Open Letter to Public Relations Pros" listing "myths" and "truths" about how the Web relates to print coverage in terms of value to clients. The Web, of course, comes on strong, that's Jeremy's field. But it's also a reality of our time. How's this one, for instance?
"Myth: A story that appears in a newspaper's print edition is more valuable than a story that appears in its blog. Truth: Blog's rule; it's often easier to get a link from a newspaper's blog, the link is likely to be a 'live' link, and it's more likely to stay online and not disappear into a news archive. So all things being equal, you should pitch the story to a blogger before the print journalist." Wow!
"PR pros and link builders," Jeremy writes, "share many of the same core beliefs: that relationship-building is the core skill in our professions." But how that's done on the Web side is a new world for many in PR. Jeremy has provided a highly valuable get-acquainted post.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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