Search Engine PR

What is Search Engine Public Relations?

Remember when "public relations" meant scoring a cover story in a major media outlet? Back then if you wanted to influence the public, your best shot was to court conventional media by picking up a phone and pitching a story.

Today, things are different.

First, you DON'T have to pick up a phone in order to pitch a story. You DO have to be visible where today's influencers spend a lot of their time...that is, searching and aggregating sources of information.

Research shows that journalists increasingly use all kinds of search engines on a daily basis. In fact, 90% use News Search Engines to find press releases on a particular topic. But News Search is just the tip of the iceberg. Today's influencers can uncover all kinds of information about you by using Blog and Feed Search Engines (like Feedster), Vertical Search Engines (trade portals, industry directories and even databases within large companies) and News Aggregators that compile information from multiple sources. If you aren't visible when journalists use these tools, you are missing an opportunity to generate positive press.

Second, conventional journalists aren't the only influencers out there anymore. Bloggers, often referred to as "citizen journalists", may carry just as much weight with your audience as a reporter from the New York Times. And Bloggers increasingly influence the coverage of the mainstream media. If you aren't actively engaging the Blogosphere (through Blogs or RSS Feeds from your main Web site), you aren't conducting public relations. Perhaps more importantly, you may be blissfully unaware of a conversation about your organization that is taking place in the Blogospehere right now (a conversation that journalists are likely following).

So what is Search Engine PR? At RedBoots, Search Engine PR is the strategic use of multiple search channels to:

• Create consistent, positive visibility among key influencers;
• Engage those influencers in a conversation online;
• Promote the viral spread of our clients' messages by key influencers.

How Search Engine PR Can Help You
Search Engine PR allows you to disseminate your messages to today's influencers in a cost-efficient manner that provides consistent, positive visibility across all types of search engines. And, unlike conventional PR, Search Engine PR allows you to both push your news out and pull your influencers in simultaneously.

The bottom line: Search Engine PR allows you to develop more and better relationships with key influencers who may directly affect your organization's survival and success.

How RedBoots Can Help You
News is the main environment in which many organizations are defined - by their constituencies, their competitors, their customers and their detractors. But the Internet has changed what counts as news and how news flows. At RedBoots, we understand that. We have to. We built our business on advocacy and political clients "inside the beltway" of Washington, D.C., where the terms "news junkie" and "opinion elite" were coined.

RedBoots can show you how to take full advantage of the new tools and methods used by influencers to generate and disseminate news! We'll help you create positive visibility across all online news channels and improve your Web site's key search engine rankings in the process!