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Prescription for Online PR Success

The PR Doc

First we had @theprcoach, and then we had Jim Bowman, @theprdoc who gave us a prescription for PR success for #prwebchat participants this week. We asked him about the convergence of PR and social media as well as the differences between PR and marketing and how to leverage press releases in your online PR strategy.

For more than 25 years, Jim has led corporate communications departments, built integrated marketing teams for advertising and PR agencies and served as a military public affairs officer. He even has experience running his own successful small business. His site is filled with online PR basics and tips on keyword research.

SA:  What are the top 3 tools everyone should have in their online PR toolkit?

JB: Online PR toolkit essentials: 1) a search engine optimized website or blog 2) online press releases/articles 3) social media.

SA:  What is the difference between PR and marketing?

JB: PR and marketing are closely knit in small business. PR is much more diverse in big companies. For one thing, in marketing the focus is on customers, but PR includes nearly all external and internal audiences. PR should be part of an overall marketing strategy, but it is more than that.

SA:  How can we keep up with the convergence of PR and social media?

JB: PR must help lead the convergence with social media. Many non-PR firms now do social media. PR pros must master website/SEO content development, which is two-thirds of an online PR toolkit. Also, your messages have to be aligned throughout the enterprise, all media.

SA: How can small businesses leverage press releases in their online PR efforts?

JB: For small businesses, an online press release is like having your page on hundreds of other websites, with backlinks. Online SEO press releases build traffic and links to small biz websites, gain top search ranking in hours, and stay for years.

SA:  What are the best ways to be useful to a journalist/the media?

JB: Best way for small businesses to help journalists: 1) have real news 2) offer to be a resource when you don’t have news.  Publicity rule: help journalists serve their readers/viewers. Journalists have customers, too. Relationships are essential to media relations, but if you have a good story, find a journalist who covers that.

Watch for Jim’s new online course, “Small Business Marketing with Online PR” next week!

Join us for the next #prwebchat Thursday, March 31 from 2:00-3:00 pm EST for learning how to build communities online with @janetaronica and @prweb to help benefit your PR strategy or small business. Have a question you’d like to ask Janet? Tweet or DM it to me @prweb.

If you enjoyed this post, you may also like: 6 Tips on Leadership for PR Pros and Small Businesses

About Cision Contributor

This post was written by a guest Cision contributor.

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