Why do I love doing P.R.? Good question! Because it helps companies build credibility with their key constituents.
Most people have no idea when they're reading or watching their favorite news sources that folks like me have diligently worked behind the scenes to help get our clients “ink” or a “soundbite.”
One of my favorite expressions was (and still is): “Advertising is what you pay for, P.R. is what you pray for.”
Credibility also builds trust. And people want to do business with people they trust. Period. I can’t think of a single time when I chose to do business or work with a company I didn’t trust.
Trust is ephemeral at best on the Internet – People want to trust you, but there are so many little ways in which you can lose trust. First – crawl around your website as if you were a new visitor. Are there any broken links? Typos? Pages that take a long time loading?
Now let’s get a little more sophisticated: Do you have enough content (see last week’s post) to build authority on your subject? Do you have ‘thin’ pages that have very little text or that don’t match up keyword-wise with your page titles and headings? That’s important, because you’re making it hard for Google to classify and rank your page for those all-important keywords.
Finally, are you getting your content out there in the webosphere? There are a multitude of places to rewrite and repurpose your content so that it’s seen by lots of people, including your propects, the media, industry analysts, etc. But that’s a subject for next week – the 4th ‘C’ of Internet marketing – Channels.
Most people have no idea when they're reading or watching their favorite news sources that folks like me have diligently worked behind the scenes to help get our clients “ink” or a “soundbite.”
One of my favorite expressions was (and still is): “Advertising is what you pay for, P.R. is what you pray for.”
Credibility also builds trust. And people want to do business with people they trust. Period. I can’t think of a single time when I chose to do business or work with a company I didn’t trust.
Trust is ephemeral at best on the Internet – People want to trust you, but there are so many little ways in which you can lose trust. First – crawl around your website as if you were a new visitor. Are there any broken links? Typos? Pages that take a long time loading?
Now let’s get a little more sophisticated: Do you have enough content (see last week’s post) to build authority on your subject? Do you have ‘thin’ pages that have very little text or that don’t match up keyword-wise with your page titles and headings? That’s important, because you’re making it hard for Google to classify and rank your page for those all-important keywords.
Finally, are you getting your content out there in the webosphere? There are a multitude of places to rewrite and repurpose your content so that it’s seen by lots of people, including your propects, the media, industry analysts, etc. But that’s a subject for next week – the 4th ‘C’ of Internet marketing – Channels.
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