60
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MARKETING Internationalising online PR
www.opp.org.uk
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JULY 2009
ONLINE PR COVERAGE
WORDS
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Ken McGaffin
Y
INDUSTR
Start spreading the news
PEOPLE
Carefully phrased opinions and comments will raise you and your company’s profile to a potential target audience
of thousands
Online public relations can property market (unfortunately, the
bring the world to your NYT has decided to close this excellent
website and should be an blog – ed). In the UK, the Telegraph
TION
important part of your marketing has an extensive section on overseas
strategy no matter what size of property
http://www.telegraph.co.uk/
company you are. property/overseasproperty/ and again
Profile
The web has changed forever has featured many business websites
Ken McGaffin is responsible for the worldwide
DESTINA the way people get news and in its columns.
online marketing of keyword research service
information. Publish on the web The savvy businessperson can tap
Wordtracker.com, and provides training courses
through his own company
McGaffin.com. Ken
and you’re potentially accessible to into a vast potential of free publicity
also contributes to several blogs with advice
anyone in the world. This throws up and can benefit in at least five ways:
and insight on SEO and online marketing.
great opportunities for international 1. It brings direct traffic from people
PR and allows companies to reach reading the article. Coverage in the
markets that previously would have mainstream press can bring a huge likely to come higher in search engine your story out, you’ve got to spend
been prohibitively expensive. Even ten amount of immediate traffic to your results and get more search traffic as time getting to understand your
years ago, contacting a journalist in website. People will copy your address a result. target publications. They’ll be very
New Zealand would have been pretty into their browser, search for your 5. Bragging rights. You can of course different in their focus, the sectors
BUSINESS
difficult. Now searching on Google company or, if you’re lucky enough, a add “as featured in the New York Times they concentrate on and the stories
identifies them and by using email link in the article will take them to a or The Telegraph” to your home page they write. To be successful, you’ve got
puts you in instant contact. specific page. That can often lead to or you can create a press page that to understand these differences and
a terrific spike in sales that could be lists all the news stories where you’ve tailor your story for each publication.
Global profile worth thousands. featured. Do internal searches on their sites and
This creates great marketing 2. Journalists and bloggers will write read the articles that come up. As you
opportunities. For example, Cheyenne about it. The great thing about the Finding journalists to write read, make a list of the journalists and
Morrison, owner of the Private Islands web is that other people will write about your business contributors that you come across –
OPER
Blog (http://www.the-islomaniac. about and comment on what they Online PR is still about building you’ll probably want to contact them
VEL
com/) has had extensive free coverage read in the mainstream media. So relationships with journalists, writers later.
in Forbes, Fortune, Newsweek, NY get one story published and you’ll and media outlets. Here are seven
DE
Times, The London Times, CNN, CNBC find yourself covered in lots of other ways to find them: 3. Follow a news story to find
and BBC TV. places. 1. Outsource - use the professionals. journalists and bloggers. Google
Many property developments 3. Readers may submit it to a social Part of the fun on online public News collects stories from over 4,500
have been covered in Kevin Brass’s media site such as
Digg.com. Just as relations is being able to do-it-yourself media outlets. The site has a very
‘Raising The Roof’ blog in the New journalists like to write about stories and I’ve had a lot of success doing it useful archives feature and using this
York Times http://raisingtheroof.blogs. they like, readers too will use social that way. However, I do have a day job, to see how a story has been covered in
nytimes.com/ where he publishes sites to share stories that they like. so it’s great to have a PR professional the past will give you many potential
TING
regular stories on the overseas 4. Links will boost your search engine do it for me. If you can stretch your targets. Lonely Planet make a big
ranking. Increasing mainstream media budget, the inside knowledge, publicity effort every year with the
In today’s media, freelancers are providing direct links from within contacts and writing skills a good PR results of their Travellers Pulse Survey.
ARKE
M
play an increasingly their article to websites they write can bring are hard to beat. Go to Google News archives, choose
important role. They’re about. This makes it easy for people ‘all dates’ and do the search to find any
usually expert writers who to visit your site, but such links help 2. Read your target publications. journalists who have written about
can help you get coverage. your overall rank in Google, so you’re Before you even think of putting the survey. Could you have a story that
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