Media, SEO is Changing PR, Branding, Reputation Management
Israel News Agency
York City --- February 15, 2013
There used to be a time
when professional public relations and branding consisted of typing
up a news release and placing it into a fax machine. One can remember
taking dozens of news releases packed neatly into elegant, clean
white envelopes addressed to AP, Reuters and UPI and dropping
them off at their central post office in New York, London or Paris.
were smart, you would follow up with a call to the editor or newsdesk
to confirm that they received the press release or as they are
referred to today as the PR," says Joel Leyden, CEO of the
Leyden Digital PR, SEO,
Social Media Group.
the fax is reserved only for legal documents or papers that you
don't want exposed on the open Internet. We have moved to using
email to get our messages out in real time.
has become so over used and abused that today many editors are
afraid to even look at their inboxes. That a tidal wave of spam
may just engulf them and swallow up their precious deadline minutes,"
So how is
the general news and trade medias being reached today?
to Leyden Digital it is through creative, complicated and sophisticated
marketing integration efforts. PR agencies should be using the
combined and concurrent integration of new and relevant media
news channels with Facebook, LinkedIn, Twitter, YouTube and SEO
optimized Websites and Google News content.
Communications Digital Group, which was established in New York
and Israel in 1995 and has become a pioneer in digital PR, SEO
and Social Media and owns and operates the United States News
Agency and the Israel News Agency recently created
a group on Facebook supporting Israel's right to defend herself
against terror attacks. The room swelled to over 100,000 members
and TIME, CNN, AP and FOX all took notice.
Did they email
Leyden? Not exactly. Leyden's Google Gmail account never saw any
editorial requests. Rather they tracked Joel Leyden down through
PR, advertising, marketing and branding integrates with Web 2.0,
New Media, ORM and social networking the results are nothing less
real PR professional of 2013 will know how to break through
the noise and place your message in the face of your potential
clients - either at home or at the office - by integrating,
bouncing optimized Web and news content off social media and
Google, Facebook pay per click advertising channels."
begin with some definitions. What is PR?
not the same as sales, branding or marketing," says Leyden.
relations is the activity of working with the news media to gain
and or control visibility for a B2B or B2C business, crisis communications
management for governmental public affairs campaign or getting
the reputation management message out for a non-profit organization."
that public relations gains an organization or individual exposure
to their markets using topics of public interest and news items
that do not always demand direct payment. Common activities include
event marketing, speaking at conferences and employee communication.
It was something that was not tangible and thus set it apart from
a news release or PR which is sent out by digital PR agencies
through the Internet using one of several PR news release distribution
channels, can be tracked. The demographics, impressions and read
throughs can and are monitored. And the results can be provided
to the client for fine tuning.
SEO or search engine optimization?
SEO as the means of optimizing or making Website, social media
and or news content found by search engines such as Google, Yahoo,
Microsoft Bing, AOL. It takes a thorough understanding of HTML
code and how the algorhythms work on each of the search engines.
and that is the majority of surfers on the Net, who do not know
SEO and need to get their messages out there, they usually resort
to a Google Adwords or Facebook advertising campaign.
the public's lack of knowledge of SEO is Google's total advertising
revenues. A stagering 96 percent of Google's $37.9 billion 2011
revenue came from advertising. Today Google's search ad-click
revenue just from the spreading use of tablet computers alone
in the US will increase in 2013 to $5 billion. Google AdWords
offers pay-per-click (PPC) advertising, and site-targeted advertising
for both text and banner ads. The Google AdWords program includes
local, national, and international distribution.
All of these
elements can and are addressed by a PR, branding and SEO professionals.
But how does PR integrate with Web 2.0, Social Media and SEO?
says Leyden. " Well at least it has not fully matured as
of yet. The reason is simple.
The PR professional
is one who has a rich background in journalism, marketing and
or sales. Journalists who earn their degrees in creative writing,
understanding how to create an effective headline and how to put
together sentences and facts in the most interesting manner. They
are not computer programmers with an understanding of HTML."
that that the SEO professional is usually a computer programmer
who has studied computer engineering and also knows how to write
"tags". But these programmers are writing computer codes
such as JAVA, HTML and FLASH. They are creating computer software
applications. They are not PR professionals.
are two completely different disciplines," says Leyden.
As the Internet
moved into Web 2.0 becoming far more interactive with applications
such as Facebook, Twitter and LinkedIn sending and receiving information
in real time, many PR professionals were forced to discover the
practical use of social media, social networking, ORM, backlinks
But how many PR professionals and agencies have actually taken
the time to learn SEO, HTML code and integrate their creative
nouns and adjectives with META tags and dozens of other computer
programming parameters? How many PR, branding and SEO professionals
know and understand the new Google Caffeine search engine?
But yet, many claim that they offer SEO services.
So what is
honest and what is not?
Where can you truly find an experienced PR agency with professionals
who have a solid background in classic PR, branding, advertising
and marketing with SEO, digital PR and social media skills?
must ask several questions," says Leyden. " Problem
is, most companies seeking international SEO Internet marketing,
branding and PR support do not know the questions to ask."
Communications Group provides below a list of questions for every
company from New York, Tel Aviv, London, Washington and Los Angeles
to Paris, Japan, India, Russia and China to ask the SEO or international
Internet marketing and PR company before they sign a contract.
if your target audience is in New York, Chicago, Manchester or
Los Angeles, or any native English speaking market, be certain
to hire a native from that country. One whose English is at mother
tongue level and understands the marketing culture of your target
market. If you do hire a native speaking PR SEO professional,
make certain that they have lived and worked in your target market
locale for at least ten years.
want to know what experience and for how many years they have
worked in PR, SEO, ORM, New Media, international marketing, conventional
distribution channels, social networking, sales, marcom, viral
marketing, production of brochures, advertising and public relations?
professional experience do they have in copy writing, journalism
practical experience do they have in SEO programming and backlinks?
And last but
not least, how long have they been working on the Internet?
How many friends do they have on Facebook, LinkedIn or followers
Are they really
into social networking?
PR and Internet marketing professional must wear many hats to
SEO professional must be an experienced international marketing
or PR person - one who understands how to penetrate and motivate
a market outside of their own locale without the Internet.
to understand the basics of international marketing, branding,
distribution and sales channels in order for them to integrate
the digital world with the classic print, broadcast media and
The PR, branding,
reputation management, SEO professional must be an accomplished,
creative and professional writer who can write news and feature
content for both the reader and the search engines."
says that this news article is an example of how one can write
for both the reader and the Google, BING and Yahoo search engines.
English grammar may suffer a bit as the writer finds a creative
balance between getting your attention and the eyes of the search
engines. But what is more important?
search engine!," says Leyden.
if your customers in the US, France, Jordan, Spain, Turkey, Germany,
Brazil, Japan and South Korea do not find your Website, then having
a Website with the best of conventional copywriting and FLASH
will find itself lost in cyberspace."
Can you find
a Webmaster, Internet graphic designer, Internet programmer, professional
Internet marketing, international PR guru and professional journalist
and or copywriter all in one person?
will say yes just to take your money," says Joel Leyden.
will be lucky to find a team with each one of these professionals
in no more than perhaps a dozen international Internet PR, branding,
SEO marketing companies - most of them based in the US. And being
limited by knowing only the US market."
would be the real acid test for securing a professional PR SEO
- search engine optimization Web promotion marketing company?
to simply perform a search on Google for "New York SEO PR",
"London SEO PR" or "Israel SEO PR".
a search for the market you are seeking to penetrate with the
key words SEO PR. Ignore the paid for, highlighted sponsored Google
Adwords results. In fact, if the PR SEO company is relying solely
on Google Adwords and does not have a top five organic position
listing on Google, then you know that they are not for you.
If they cannot
promote themselves on the Web, how can they promote your products
and or services?"
Adwords are a very powerful advertising tool used by PR, branding,
reputation management, SEO and social media international Internet
marketing companies in New York, London and Tel Aviv, but they
are not a substitute for having your commercial Websites, blogs
and news content stand on its own digital feet," says Leyden.
are not a substitute for getting out optimized news stories on
Google News and PR news releases into the many corners of the
Net. Adwords do not substitute for social media - that is the
creation of blogs, professional rooms and forums in Facebook,
LinkedIn.com, Google and Yahoo groups and the creation of viral
videos on YouTube."
real PR professional of 2013 will know how to break through the
noise and place your message in the face of your potential clients
- either at home or at the office - by integrating, bouncing optimized
Web and news content off social media and Google, Facebook pay
per click advertising channels," says Leyden.
gone from the fax machine to Facebook and LinkedIn in less than
ten years. The PR professional who has adapted to this media revolution
will increase your visibility, media control and ROI."
Digital PR, Marketing and SEO Group was recently honored by
for being ranked among the top one percent of their online profiles.
Canada An Example To Global Democracy In Cutting Diplomatic Ties
journalist, media consultant, social media and SEO pioneer
working with both the Israel Defense Forces and the US Army in
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the thoughts of individual writers
and do not necessarily reflect those of the views of other staff writers and the publisher of the Israel News Agency.
Leyden Communications Group
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