According to the 2007 Trust Barometer published by PR firm Edelman, “a person like me” is the most trusted spokesperson in much of the developed world. Okay, this doesn’t mean me, but this means you, too, and everyone else considered to be a peer by any person. This means people turn to peers for advice on just about anything, and they would more likely trust that person rather than, say, a corporate spokesperson or a CEO of a company. [Read more…]
I got a lot of attention from the search engine optimization (SEO) community this past week for a post on “What Gives SEO A Bad Name” — the example I used, a parked domain appearing as a #2 Google search results, turns out to be Google’s fault, not the work of an unethical SEO. Or so it appears, based on some very plausible explanations posted by some smart SEOs in the comments of the post — but I can’t know with 100% certainty what’s going on inside Google’s black box, and that’s a problem for SEOs.
Some SEOs got upset with me for appearing to unfairly perpetuate negative perceptions of SEO — but if my post was a mistake, it was an honest one (I posted a correction). The point I’ve been trying to make to the SEO community, not always successfully, is that because they live in a black box, SEO’s PR challenge involves correcting a lot of misperceptions. Many of those misperceptions are unfair, but they are not always intentionally malicious — and they exist among potential SEO clients, like me
UPDATE: Speaking of great search ambassadors, Google’s Matt Cutts showed up on my original post and all but confirmed that my example is likely a problem in Google’s algorithm, although it’s pending investigation. Matt said that if it does turn out to be a problem in the algorithm, it could lead to a larger fix, which would certainly be a happy ending to this tale.
In my last posting, about the “New” News Release, I alluded to a sea-change in the job descriptions of the flackus desperandi (PR professional). In the past PR was predominantly “media relations” based – sending spam and harassing journalists.
Sure there was some internal communications thrown in, communicating on behalf of the government) communicating to the government (lobbying), investor relations for the financial specialists and physician communication from the healthcare group.
But underneath a raft of very high-level strategic counsel, media relations essentially underpins the business in the same way that media buying underpins the advertising industry.
But social media has changed that on its head.
You remember the saying “You’re only as strong as your weakest link” right? It’s an expression used to convey the message that even the best at something are often lumped in with the worst at something. That expression applies nicely as we talk about the field of public relations.
PR practitioners come in all shapes and sizes: some are great, some aren’t, and some are downright bad. Since this is the Blog Herald, I want to focus my attention online. When we look at how public relations is being done online, we need only look at how it’s being used in the social media space. More communications efforts are targeting online media outlets and bloggers, which means PR people like myself are going to be asked to deliver on blogger relations campaigns. The term “blogger relations” is just a term cooked up to describe PR for bloggers. It’s not traditional PR because bloggers aren’t the mass media. It’s difficult to describe what “blogger relations” actually are because it hasn’t been a glowingly successful part of PR practitioners jobs yet.
Is social media changing the way you work? My job as a PR/online communications consultant has changed an awful lot since I started as an intern cutting articles out of a newspaper or transcribing entire electoral rolls into an Excel sheet. There are a metric ton of examples I could use (monitoring, who we reach out to, client based initiatives) but the biggest one is, I believe, the communications vehicle formerly known as the “press release”. [Read more…]