Vol. II, Issue 1
In this issue, we share some tips on working with the news media and examine the phenomenon of Search Engine Optimization.
MEETING A REPORTER'S DEADLINE
The number-one rule in dealing with the media is to be available. When a reporter is doing a story and calls with a question, it’s important to recognize that he is working on a very tight deadline. That doesn’t mean that you have to talk to the reporter at that very moment. What it does mean is that you take the call, inquire about the story deadline and tell the reporter that you will call him back at a specific time. The reporter will appreciate that you understand the fast-paced journalism business and that you are doing your best to accommodate his schedule.
After you’ve worked out a time to talk, here are some tips to ensure that your interview goes smoothly:
Do
Talk in “sound bites” – clear, precise statements that emphasize your message clearly and quickly.
For phone interviews, step away from your office. Go into a neutral space with no email and no phone. Have your message points typed up on a piece of paper in front of you.
Convey to the reporter that there is no place else you’d rather be than at that interview.
Don’t
Never say “no comment.” If you can’t comment, explain why (i.e. the case is under litigation, or you’re looking for the answer and will get back to the reporter).
Never speak “off the record.” Everything you say to the media is on the record.
Never use jargon. Use simple terms and brief explanations.
INCREASING AWARENESS WITH SEARCH ENGINE OPTIMIZATION
For most Internet users, search engines like Google, Yahoo and MSN are the main tools for identifying and accessing the information they desire. Some keywords, a question, or phrase is entered into the engine and the results, which can number in the millions, are displayed. Why is it that some results have top billing, or ranking, and appear first, while others, though important and relevant, appear far down the list? The answer lies in Search Engine Optimization (SEO).
SEO is designed to increase the number of visitors to a Web site through natural or organic search engine listings. Search engines use sophisticated formulas or algorithms in determining a Web site’s relevance and ranking. SEO involves careful analysis and refinement of a Web site, from the keywords and meta-tags used to describes its contents, to its copy writing and content placement, all with one goal in mind, increasing the website’s overall ranking on the major search engine listings.
Why is SEO important and how does it affect awareness, potentially increasing business and sales? According to a recent survey from iProspect.com, 62% of search engine users click on a link on the first page of results (usually representing the top ten listings,) while 90% of users click on a result that is found on the first three pages. Chances are if your Web site isn’t ranked in the top thirty, a large percentage of would-be customers wont even know you exist.
In just a few short years, the Internet has replaced traditional venues as the prime source for obtaining critical information. SEO is a crucial tool for increasing your company’s exposure, sales and bottom line.
Best regards,
Peter Rush, Chairman & CEO
Visit Our Web site: www.kellencommunications.com
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