new clients come to me stating that they want to get into the
Sunday Times, Cosmo, The Financial Times or some other popular
publication. However, sometimes what would be more effective,
especially if they have limited time, is to build a PR
campaign around the web," says British based PR-expert
Paula Gardner from doyourownpr.com.
"Forget press coverage, web PR
rules," says british based PR-expert Paula Gardner, who has
brended herselv as one of the PR-gurues in the UK.
"Inevitably new clients come to me
stating that they want to get into the Sunday Times, Cosmo, The
Financial Times or some other popular publication. However,
sometimes what would be more effective, especially if they have
limited time, is to build a PR campaign around the web. Unlike
traditional PR where people either have to remember your name and
Google for your website, or snip out the piece about you, online PR
means that all they have to do is click through to you. It might not
be as glamorous, but it can be much more effective."
- PR-guru in the UK.
Paula Gardner lists ten ideas for getting your Internet
PR campaign running:
1. Kick it off with some market research
to find out what sites your current clients visit (...). Check
your stats - where are people coming from? This
could even be other from people's
commercial websites; it doesn't have to be a
2. If time is short decide what will you
concentrate on. Perhaps it will be articles - offering them to
other people's sites, online publications and
3. Or maybe competitions which are great
for building interest in a particular product. If you manage
to get the entrants details you can email them
with a "sorry you didn't win but here's a special
offer for you."
4. Press releases - post them on press
sites (...) get them off to target online publications.
5. Set up your own blog. It's worked
spectacularly for some of my clients and you can easily set up
a free one at www.blogger.com in less than half
6. Comment on other people's blogs.
Include a link back to your own site - great for search
engine optimisation too.
7. Have a newsletter in place so if
people come to you but aren't ready to buy there's at
least something you can offer them.
8. Get into Social networking - whether
it's Ecademy, Facebook, Bebo or whatever, the trick is
to choose one and do that properly rather than
half hearted attempts on a number of sites.
9. Have plenty of content on your own
website - articles, case studies, think pieces - the more
the better, and the more they are updated - even
10. Whatever you put out, make sure that
it contains the right keywords for your business and
keep putting new content our regularly.
This is one area where quantity will really make difference.
Livening up the
Paula Gardner underlines the importance of ivening up
your web content:
"The more you have to offer to go
with your copy, the better, think about: 1. Photos - of you, the
product, a case study, whatever. 2. Your logo. 3. A resource box of
helpful info that people will appreciate. 4. A blurb - who are you
and what can you do for your customers."
She says that one should remember, that
web copy is different to offline copy.
"Articles are much shorter and
broken up with headings, paragraphs and bullet points. I prefer them
to be around 500-600 words max as I know that I hardly ever read
anything longer than that from a computer screen."