What if…when your PR submits content to a journalist – specifically an online journalist – they have given quotes from you the client which include optimised, industry-relevant, search engine-friendly keywords within the quote?

It would be published intact by the Press, as it’s a direct quote adding value to the story or issue to be published. PR which actually does more than a vanity hit in the media. Powerful huh?!

But your PR consultant is probably already advocating this kind of integrated approach to PR and online exposure already…


After throwing my thoughts on the subject into the arena, there are further valuable hints and tips here on that trickiest of subjects – the winning press release. There are many, many PRs that need to read, digest and utilise the information shared. Enjoy!

The future of PR is here – watch out traditional Ab Fabs!

And here is a great example. Enjoy!

It may seem like an obvious point, but…

I recall when working as a business editor on daily newspapers and industry magazines that amongst the plethora of PR submitted for consideration on News and Feature editorials, much of it was sub-standard: too fluffy, no news value, poor angles, too much selling, not relevant to the readerships, awful images, or no accompanying images…to name but a few of the common errors in basic media relations.

You might think that these errors came from untrained, hopeful business owners or marketing directors? No. I am reffering to PR delivered by ‘professionals’ on behalf of clients. Clients who were being mis-sold the promise of effective PR to the Press.

When I use the phrase Press, I mean editors working online, offline and in any media medium which readerships might visit: let’s face it, the days of newspaper dominance are long gone, and any PR who is not advocating to clients utilising a mix of digital PR in their media relations efforts is seriously mis-representing any client in the UK today.

So, to make your PR work harder – as well as introducing SEO copy into your quotes for online PR submissions, also consider the following: industry forums, commentary opportunities on relevant newsfeeds, search engine keywords into your press releases for posting on your blog and online within your networks where relevant. In short, utilise the web. It works if you work it!

According to this, the time is nigh.

Great inputs and observations from Martin Belam, on how social media techniques are being used by major publishers – his article also has implications for publishers, businesses, marketers, and of course PR providers.

With the advance of social media like a tidal wave upon us all, the sharp and the savvy PR deliverers are advocating their clients take a ride on the wave and enjoy it. New media tools and techniques are giving clients unheard of levels of control, exposure, measurement and feedback on their promotional efforts – and on a global basis too.

No wonder, then, that the traditional PRs are looking worried: their bleatings of ‘we-do-long-lunches-with-editors’ are no longer cutting the mustard with contemporary clients looking for greater value, better exposure, more customer inputs, and less cost.

I advocate clients utilising every tool in their communications arsenal to further promote themselves effectively, speedily, and on a cost-conscious basis. This undoubtedly includes new media tools.

Traditional PR providers, however, prefer the command-and-control model they grew up with and observed in the newspapers and magazines of old. Those days are long gone. Audiences have gained more control over the media process than ever before.

Is it time, then, to write an obituary for traditional PR? Partly yes, partly no.

My tuppence to the old-school PR luvvies? Either integrate, or move over quickly to die. The new media wave is here.

Look no further – here it is.

Possibly, judging from this comment today in the Guardian, regarding the NightJack blog and Times fiasco.

Frightening for bloggers to see that, in light of the ruling against blogger Horton attempting to protect his anonymity against the Times, the subject of blogging vs. journalism raises its head again. Looking at the judgement, journalism is still way ahead when it comes to having the full backing of media law behind it in the ongoing discussion of whether bloggers have any privacy rights.

Tricky subject. One of the keystones of newsroom journalism has always been protection of sources and information. And from a PR perspective, it gives us a whole range of new issues when recommending blogging to clients.

Granted, so the information is published on a widespread basis, but apart from that, it seems that the newsroom journos have all the protection. The NightJack case is compelling, in that we can see being a blogger and publishing sensitive information can be extremely dangerous when a publishing behemoth feels threatened by it.

Not a god day for bloggers, or the PRs doing their blogging for clients. A massive thumbs-down to the Times here.

In the best possible Karmic sense, when you give you receive. And although that may not always translate to cold, hard cash in business, this is the part of the KickStart Comms blog where we’re going to give you stuff for free – namely free PR exposure.

Got a story to tell? New business launch, product or service to promote, recruited a brilliant team member, won a wonderful new contract…? Anything you’d like to get out there, across our Network and out into the wider blogosphere? Email us your story!

Bearing in mind that WordPress named us as one of the fastest growing blogs recently, it could well benefit your business and give you valuable additional free exposure at a time when, let’s face it, we all need a helping hand in business. Our gift to you.

Let us spread your good news! Email your press release to us at info@kickstartcomms.co.uk. and we’ll happily post it on the blog for you with our blessings. Don’t forget to include your company’s contact details, email address, URL and phone number. Whilst we can’t guarantee you oodles of extra sales, it’s a good start in pushing traffic and attention to you.

All editorial submitted needs to be of genuine value and readership interest: any sales pitches plastered onto press releases will be rejected – obviously. Real news, real value, and real benefits for our readers please.

Interesting to see here the news that Ask Jeeves will be sponsoring the latest series of Who Wants To Be A Millionaire – which raises further points regarding the nature of advertising, promotion and media relations in general.

Given that a web search engine firm are pushing into high-profile places to entice viewers online and onto their space, it seems a part of an inevitable shift for TV and the internet to cross-over in the ever-competitive call for new consumers across the UK.

Given the dominance of Google, Ask Jeeves’ 9 week TV ad campaign could well lead to short-term wins in traffic and attention, but what of the longer-term forecast? This is a similar question posed to clients utilising media relations: sure, try a six-month campaign, make friends with the Press, get them on board and inform them of what’s happening and what your services can deliver, but what will you do afterwards to KEEP them interested? This is what separates the winners from the losers.

Too often, a short-term approach is taken, leading to a measurable – short-term – win. The longer view is always more beneficial, more cost-effective, and more palatable for the Press. Continued, regular, consistent contact is what gives clients the edge.