PR and the internet

Ensure your home page tagline tells what you actually do

01 Jun, 2020 PR and the internet

When people arrive at your website’s home page, you have about 10 seconds to win them over. The majority of your visitors will decide in that short time whether to stay or leave. They have heaps of other websites they can easily visit if they find your home page confusing or unhelpful. In view of this, the tagline on your website home page (and the underlying meta tag) is an important factor in influencing ...

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Don’t take your ‘About Us’ page for granted

01 Jun, 2020 PR and the internet

Image: 'About Us' page of The National Audubon Society. The Audubon 'About Us' page has 12 helpful sections to help visitors easily find what they want. Despite various ‘expert’ comments that website use is fading in this era of social media and mobile technology, websites are still a vital source of information. When building or running websites, recent usability studies by the Nielsen Norman Group indicate you engage users best by crafting key information in ...

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Email marketing: grow your list and become a trusted sender

01 Jun, 2020 Marketing communication, PR and the internet

By John Coyne, Head of Campaign and Marketing Experience, Adobe Sending an email newsletter to existing and prospective customers can be a very effective way of building trust, establishing a relationship and generating new business. I say "can be a very effective way" because success can often depend on ticking the following boxes; Ensure your mailing list is clean and up to date Ensure your content is interesting and offers value to your recipient ...

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Conduct a content audit to improve website quality

01 Jun, 2020 PR and the internet

A content audit is an important way to ensure your website looks professional and contains current information and material. You can use a content audit to analyze the content of your organization’s website or social media presence to assess current performance with content and where future improvements can be made. A content audit helps determine if digital content is relevant to customers and to your organization, and answers important questions about: Accurate and consistent ...

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Fewer words on a web page is smarter

01 Jun, 2020 PR and the internet, Writing and layout

Web usability guru Jakob Nielsen found from his research that users reading the average web page read less than 30% of the words on the page in an average visit. Around 20% was more likely. Therefore we need to write tightly for web text. Nielsen adapted the findings from a European research study and found that users don’t linger on the average web page. (I would assume the pages in this august newsletter you ...

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How to reach influencers

01 Jun, 2020 PR and the internet, Reputation, trust, stakeholder relations

Media relations was at the core of PR for decades. Some people in the industry still think media relations is PR. However, the internet has changed all that. A new type of stakeholder has emerged – the online influencer. What’s more, these influencers can be present internally as well as externally. The key is to identify influencers and win their support. Internal influencers are not just people who hold management or supervisory positions; they ...

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Create a better media page in your website to improve media coverage

01 Jun, 2020 Media relations, PR and the internet

Good media coverage is still a key objective for most communicators. One way to maximize the odds of better coverage is to make it easier for reporters to find the information they want in your website. Most reporters these days use the web as their most important search tool. Web usability guru Jakob Nielsen conducted a series of studies on media use of the web to access corporate information. He found that most journalists ...

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How you can use Google Trends to identify best headline keywords

01 Jun, 2020 PR and the internet

To boost your impact and reach, you can use many tools to optimize your headlines and create better search engine visibility.   Image: BigTunaOnline/shutterstock.com Such tools include advanced search engine marketing tools like Moz Keyword Explorer and the Google Keyword Planner, but these are probably more sophisticated than you need. Other free tools include: Sharethrough Headline Analyzer CoSchedule Free Headline Analyzer In addition, OptinMonster helpfully lists 26 Tools That’ll Help You Create Better Headlines. ...

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Why blogs are effective for online reputation management

01 Jun, 2020 Issues and crises, PR and the internet, Reputation, trust, stakeholder relations

By Chesa Keane When your company or your name is being bombarded with negative commentary, your reputation is on the line and fast response is critical. One of the most effective tools in your arsenal is blogging. Blogging is a widely used way to get your message out quickly on the internet. There are a number of reasons why blogging works so well for online reputation management: A blog posting can be created and ...

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Don’t despair if you aren’t in top position on a search engine results page (SERP)

01 Jun, 2020 PR and the internet

In the past, we were told our Google results page would need to show our site at the top to be effective. These days, we are better off: As long as we appear within the first 5 results, we have around a 10–20% chance of getting a click and a 40–80% chance of getting a look. In a detailed summary of today’s typical search engine results page (SERP), which is mostly about Google results, ...

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