Integrating social media, search engines, and more

What's the best way to integrate social media into my PR program?

Social media
What's the best way to integrate social media into my PR program?
Don't treat traditional media and social media as different programs, says Albie Jarvis, SVP at Porter Novelli.

"In creating communications tactics, run all the content you develop - from news releases and case studies to thought leadership pieces and media pitches - through a filter to assess the best vehicles for influencing target stakeholders," he advises.

That filter includes print and online media, as well as social media channels like blogs, search engines, and YouTube. You should also look for ways to leverage connections across media to get a bigger bang for your PR buck, adds Jarvis.

"A magazine story you landed can provide a good online link that can be placed in a Wikipedia article about your company," he notes. "Or you can boost readership of your CEO's blog by creating a LinkedIn group and making the blog the group's Web site."

Search engines
How can search engines be used to aid my PR efforts?
Search engines provide many tools that can benefit clever PR pros and their clients. One example that David Reeve, manager of marketing and PR for WebVisible, points out is a "Google Alert," which can act as a free press clippings service.

All you have to do is enter your client's name in the "search terms" box and whenever their name appears anywhere on the Web, you'll get an instant e-mail alert from Google, along with a link to the press clip, he says.

"If someone posts a negative review of your client's new restaurant online, you will know about it immediately," adds Reeve. "The Web is how businesses are found these days. It's important to protect and promote your client's brand in this competitive environment."

Targeted outreach
What's the newest, most unconventional approach to reaching women 45 and older?
Online gaming has traditionally been associated with teenage boys, but researchers say a new group of consumers is taking over the industry: women, ages 45 and up, reports Ris‘ Birnbaum, CEO of Zcomm. A recent Nielsen Entertainment survey revealed that the experience of online gaming draws older women to these sites and compels them to return.

"This is a new medium for messages to older women," she suggests. "It's perfect to integrate into a larger campaign."

Studies also show women gamers jump between sites, with little brand loyalty, Birnbaum adds.

"If we consider the mindset of these women as we develop tactics to effectively reach them, we can increase awareness of women-related services or products," she advises. "Pairing with free demos and short game sessions will work best to get women coming back to see frequent messaging and branding."

Send your questions to:
toolbox@prweek.com. Please contact Beth Krietsch if you are interested in contributing to PR Toolbox or to suggest ideas for future columns.

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