A PPT file presented to Media Relations students at Mount Royal College (MRC).
The topic was Media Relations & The Internet, and the presentation was an overview of relevance, accessibility, and communication online.
2. Introduction
Who Am I?
What do I do?
Search Engine Optimization (SEO)
Information Architecture (IA)
Social Networking
Web Development
3. How I Roll
Im
I’m all about helping.
Ask Questions.
My Contact Info:
Google me (Mike Tighe)
Web Site: www.miketighe.net
www miketighe net
Company: www.mrare.ca
Twitter: @miketighe
E-Mail: mike@mrare.ca
4. The Internet As A News Medium
More Sources
Faster
Hard T k
H d to Track
5. The Internet As A News Medium (2)
( )
Online Sources Can Be Split Into
Traditional Media
New York Times
Blogging (via Visit, RSS, or E-Mail)
SEM Insights
Social News
Digg, Reddit, or Niche Networks (like Sphinn.com)
Aggregation Services
Google News, Google Blogs
6. Example
p
Social Sites Include Text/Video/Photo Content
7. Example
p
News Aggregators Make Finding & Personalizing
News Faster and Easier
8. And Now, A Pretty Chart
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Traditional TV Print Radio
Online Social
Online News Media Bloggers
News
10. How Is This Relevant To You?
Your careers are based around Information
Media Relations
To Inform
Maximize Public Exposure for a Company/Product/Service
p p y/ /
Public Relations
To Manage
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Make good news better
Mitigate the bad
11. More On Relevance
Relevance is really the basis for what we do.
The Internet provides infinite sources.
So the questions are:
Which sources are relevant to your objectives?
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How can you find those sources?
How can you promote your message?
Using the Internet, how do you become a source for
searchers?
12. Establish & Find Opportunities
pp
Recommended Reading:
g
Tribes by Seth Godin
Which
Whi h sources are relevant t your objectives?
l t to bj ti ?
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 Engines
News Aggregation
Alerts
14. Tips On Alerts
p
Don t
Don’t just type in words, try the actual web site
address as well.
Example:
15. Promote Your Message
g
You’ve established and found opportunities or
pp
people 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?
16. Become a Source for Searchers
How can you show up in search?
The same as “writing a targeted release or article”.
In the end, it is really just a message
end message.
So how do we structure our message then?
Determine important keywords/phrases
Work them into
Headline/SubHead
Copy
py
17. TIP: Say It! Don’t Imply It.
y py
You are on the internet, just one click and a user will
be:
On Your Site
With Your Messaging
Seeing Your Branding
g g
Closer To Taking Action Than Any Other Medium Can
Provide.
20. Make Search Engines Love You
g
Using the tips on how to structure a message.
Determine Keywords/Phrases
‘Massage’ Those Into Your Content
Massage
Search Engines Look for Relevance
g
Headline Containing Keyword (***)
Body Copy Containing Keyword (**)
21. And, Show Up For a Relevant Search
, p
For the search “CP Spirit Train” this appears:
CP Train
Due h i
D to how it was written.
i
Furthermore, this article links to the web site for this
event, thus driving traffic and making the event site
h di i ffi d ki h i
rank.
22. Ranking = Perceived Expertise
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Make your self accessible via search.
Tip: Write for trends.
23. Other Topics
p
The Internet & Questionable Sources.
Exploring Internet Based News Outlets.
Touch on Social Media News
News.
Reaching Bloggers.
24. Good Resources
http://www.seo pr.com/
http://www.seo-pr.com/
http://www.briansolis.com/
http://seminsights.com
http://seminsights com
Contact Me:
C M
mike@mrare.ca
http://miketighe.net
h // ik i h