MARKETING
anyone can start one. Research to find blogs • Recognize that social networking has
that would be a good fit for your company, different rules. Ask your marketing firm for
and then spend time following those blogs their advice on using Web PR methods in
so you understand the viewpoints of their your marketing plan. Research the Web PR
owners and readers. presence of your competitors and other
• Start a blog of your own so you can better companies you admire. What are they
control its content. Be sure it provides doing, and how well is it working? What are
valuable insight on topics that would interest bloggers saying about them?
your target market. • Don’t let your blog sit idle or your website
• Add links to your website, embedded age with ancient information. Update,
pictures, and videos into your postings. This update, update should be your mantra
way, you can steer your audience where which, by the way, is why CEO blogs tend to
you’d like them to go, while raising your be discouraged; they just don’t have the time
Search Engine Optimization (SEO). Your to keep information current. Alternatively,
blog becomes more interesting too, which consider adding a full-time blogger to your
certainly can’t hurt your reputation. staff. No joke. Blogging effectively can be
• Join other social networks if you haven’t yet, a full-time job, and “Chief Blogger” has
such as Facebook and LinkedIn. Add links to become a real job title.
them in your blog and on your website, and • Don’t try to dive into social networking all
links to your blog and website on your social at once. Dip your toe into blogging and see
networks. what others are saying about you. Just as
• Update your blog, your social networks, you can’t take back a press release once it’s
and your website regularly. Out-of-date been sent, comments you post on the Web
information makes your company look are there to stay and can take on a life of
out-of-touch and inactive. Once readers their own.
know your sites are updated regularly with
interesting info, links, and ideas, they’ll stop Don’t be overwhelmed by PR on the Web. It’s
by often. a huge party, and you’re invited. All you have
to do now is accept the invitation and work the
Mistakes to Avoid Like the Plague
room.
• Putting emphasis on the hard sell is a big
networking no-no. It’s just like coming
Robyn Sachs is the president of RMR & Associates, a full-
on too strong at a party. You’re there to
service advertising, marketing, and public relations firm based
in the Washington metropolitan area. She can be reached at:
network, not to close the deal.
rsachs@rmr.com
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