MEDIA RELATIONSMEDIA RELATIONS& THE INTERNETMichael Tighe, November 21, 2008

Introduction

Who Am I?Who Am I?

What do I do?What do I do?Search Engine Optimization (SEO)Information Architecture (IA)Information Architecture (IA)Social NetworkingWeb DevelopmentWeb Development

How I Roll

I’m all about helping.I m all about helping.Ask Questions.My Contact Info:My Contact Info:

Google me (Mike Tighe)Web Site: www miketighe netWeb Site: www.miketighe.netCompany: www.mrare.caTwitter: @miketigheTwitter: @miketigheE-Mail: mike@mrare.ca

The Internet As A News Medium

More SourcesMore Sources

FasterFaster

H d T kHard to Track

The Internet As A News Medium (2)( )

Online Sources Can Be Split IntoOnline Sources Can Be Split IntoTraditional Media

New York Times

Blogging (via Visit, RSS, or E-Mail)SEM Insights

Social NewsDigg, Reddit, or Niche Networks (like Sphinn.com)

Aggregation ServicesGoogle News, Google Blogs

Examplep

Social Sites Include Text/Video/Photo ContentSocial Sites Include Text/Video/Photo Content

Examplep

News Aggregators Make Finding & Personalizing News Aggregators Make Finding & Personalizing News Faster and Easier

And Now, A Pretty Chart, y

Traditional TV Print Radio

Online Online News

Social Media News

Bloggers

Examplep

Online Media RelationsOnline Media Relations

How Is This Relevant To You?

Your careers are based around InformationYour careers are based around Information

Media RelationsMedia RelationsTo Inform

Maximize Public Exposure for a Company/Product/Servicep p y/ /

Public RelationsTo Manageg

Make good news betterMitigate the bad

More On Relevance

Relevance is really the basis for what we do.Relevance is really the basis for what we do.

The Internet provides infinite sources.The Internet provides infinite sources.So the questions are:

Which sources are relevant to your objectives?y jHow can you find those sources?How can you promote your message?Using the Internet, how do you become a source for searchers?

Establish & Find Opportunitiespp

Recommended Reading:gTribes by Seth Godin

Whi h l t t bj ti ?Which sources are relevant to your objectives?Billions of web sites, thousands of media related sites.Establish a select few with which to push your message.p y g

How can you find those sources?Search EnginesSearch EnginesNews AggregationAlerts

Examplep

How Alerts WorkHow Alerts Work

Tips On Alertsp

Don’t just type in words, try the actual web site Don t just type in words, try the actual web site address as well.Example:Example:

Promote Your Messageg

You’ve established and found opportunities or pppeople talking about you.

Now What?Write Targeted Releases & Articles.

Specifically for your audience.Meaning you have to spend some time understanding them.

Don’t lose sight of your end goal.Awareness?Driving Web Site Traffic?Driving Web Site Traffic?

Become a Source for Searchers

How can you show up in search?How can you show up in search?The same as “writing a targeted release or article”.

In the end it is really just a messageIn the end, it is really just a message.

So how do we structure our message then?So how do we structure our message then?Determine important keywords/phrasesWork them intoWork them into

Headline/SubHeadCopypy

TIP: Say It! Don’t Imply It.y p y

You are on the internet, just one click and a user will You are on the internet, just one click and a user will be:

On Your SiteWith Your MessagingSeeing Your Brandingg gCloser To Taking Action Than Any Other Medium Can Provide.

Examplep

Examplep

Make Search Engines Love Youg

Using the tips on how to structure a message.Using the tips on how to structure a message.Determine Keywords/Phrases‘Massage’ Those Into Your ContentMassage Those Into Your Content

Search Engines Look for RelevancegHeadline Containing Keyword (***)Body Copy Containing Keyword (**)

And, Show Up For a Relevant Search, p

For the search “CP Spirit Train” this appears:For the search CP Spirit Train this appears:

D h i iDue to how it was written.Furthermore, this article links to the web site for this

h d i i ffi d ki h i event, thus driving traffic and making the event site rank.

Ranking = Perceived Expertiseg p

Make your self accessible via search.Make your self accessible via search.Tip: Write for trends.

Other Topicsp

The Internet & Questionable Sources.The Internet & Questionable Sources.Exploring Internet Based News Outlets.Touch on Social Media NewsTouch on Social Media News.Reaching Bloggers.

Good Resources

http://www.seo-pr.com/http://www.seo pr.com/http://www.briansolis.com/http://seminsights comhttp://seminsights.com

C MContact Me:mike@mrare.cah // ik i hhttp://miketighe.net