Notes from a session led by Stuart Bruce
We used to operate in a broadcast model, but now search is becoming increasingly personalised. When we search we are at our most attentive and receptive.
New job titles being created for this data-rich world: eg community manager, chief listening officer, chief influence officer. PR people now need to get to grips with numbers and data.
SEO: ‘Organic’ search – the results found by search engines based on web content. Free – but time consuming. Search by keywords: so which words to focus on (optimise)? Google AdWords tool can help you to refine your keywords based on what people are really using. Search ranking: On-page factors (eg frequency of keywords, tags) and off-page factors (eg quality of inbound links).
SEM: Paid search advertising. Easy – but costly. Important to PR people in a crisis.
‘There’s going to be a merger of PR and SEO’. PR people can win – but the current PR agency model may not necessarily be fit for purpose.
Write for people first – not for machines. Images and videos need to be tagged with words if they’re to be found.
Traditional PR (eg media relations) still has an important place in the new world of search.
Social media newsrooms: News and news releases are no longer exclusive to journalists. Social media news release is an improved version of what went before. It adds in social media / multimedia and share buttons.
Good examples: hsbc, First Direct, Cisco.
Managing a newsroom:
- Post fresh news frequently
- Use multimedia, not just words
- Use natural text (not jargon)
- Link to other sites and pages
- Reply to comments
- Measure your results