public relations and reputation management for your business

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Online Marketing Company Find out more about Ajax Union: www.AjaxUnion.com Follow Us On Twitter: twitter.com/ajaxunion Like On Facebook: www.facebook.com/ajaxunion Connect On Linkedin: www.linkedin.com/companies/ajax-union Call Ajax Union: 800-594-0444

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How are you managing your Public Relations? Make sure your business has a good reputation online! What do you see when you Google your company name? Learn how online PR can help you improve your company's reputation, boost SEO, score press coverage, and more! In order to grow your business, it's important to understand how to gather the right statistics and use them to evaluate ROI of your campaigns, write better press releases, or forecast future trends in your industry.

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Page 1: Public Relations and Reputation Management for Your Business

Online Marketing Company

Find out more about Ajax Union:

www.AjaxUnion.com

Follow Us On Twitter:

twitter.com/ajaxunion

Like On Facebook:

www.facebook.com/ajaxunion

Connect On Linkedin:

www.linkedin.com/companies/ajax-union

Call Ajax Union:

800-594-0444

Page 2: Public Relations and Reputation Management for Your Business

Sarah Mogin – Design & Development Ninja

Follow Sarah on Twitter:

@SarahMogin

Friend Sarah on Facebook:

facebook.com/Sarah.Mogin

Connect With Sarah on Linkedin:

http://www.linkedin.com/in/SarahMogin

Page 3: Public Relations and Reputation Management for Your Business

PR & Reputation Management for Small Business

Find out more about Ajax Union's products at: www.ajaxunion.com

Page 4: Public Relations and Reputation Management for Your Business

Agenda

• What is PR?• Establishing Your Publicity

Goals• Press Releases• Reputation Management

• Dealing with Negative Buzz

• Creating Positive Content• Final Thoughts

Page 5: Public Relations and Reputation Management for Your Business

What is PR?

PR, or public relations, is the process of promoting your business on and off the web, while monitoring and reacting to external buzz as it emerges.

What can PR do for me?•Share company news/ UVPs•Score press coverage•Boost Search Engine Optimization (SEO)•Improve online reputation•Absorb consumer/client feedback•Stay competitive

Page 6: Public Relations and Reputation Management for Your Business

Establishing Your PR Goals

Fact of life: No marketing strategy is complete without clearly defined goals.

Some ideas:

•Get in The New York Times•Get in my local newspaper, a blog covering my industry•Score direct leads from PR efforts•Clean up my online reputation•Boost my search engine rankings•Promote my industry as a whole

While you’re at it, establish a budget encompassing money and time.

Page 7: Public Relations and Reputation Management for Your Business

Press Releases

Page 8: Public Relations and Reputation Management for Your Business

What is a press release?

20th Century: A document sent out to journalists with information that can be easily adapted into an article.

21st Century: That, and a whole lot more.

Modern press releases:•Can stand on their own•Are LONGER (300 to 500 words)

• End with general info•Still need all the good stuff up front•Do not need a boilerplate•May need two versions

Page 9: Public Relations and Reputation Management for Your Business

PR Topics

Trust me, you have something to write about.

•New products•Special offers/giveaways•Seasonal products•Industry news•Advice (spring cleaning, energy conservation, etc.)•Scare tactics •UVPs•Genuinely cool stories

Goal: One press release per month/quarter.

Page 10: Public Relations and Reputation Management for Your Business

Headlines and First Lines

What do journalists and search engines have in common? ADD.

Good headlines have:•Company name•Keywords•NEWS

Page 11: Public Relations and Reputation Management for Your Business

Headlines and First Lines

Blah title: Capitalize on the Cyber Monday/Black Friday 2012 Craze With Small Business Internet Marketing Plans from AjaxUnion.com

Better title: Ajax Union Offers 10% Off Small Business Internet Marketing Plans in Time for Black Friday/Cyber Monday 2012

Blah first line: In most industries, this time of year is extremely profitable, with many companies seeing a significant uptick in revenue during the last quarter.

Page 12: Public Relations and Reputation Management for Your Business

Distribution

Online PR Sites•Free•Cheap•Premium

Personalized Distribution•Industry PR forms•Editors’ email addresses•Get help from a PR agency

Tip: Remember your PR goals.

Page 13: Public Relations and Reputation Management for Your Business

Reputation Management

Page 14: Public Relations and Reputation Management for Your Business

Reputation Management

Reputation management is the process of monitoring and improving the online image of a brand or individual.

Why should I care?•People Google•Stand out•Address customer issues

Things to look out for•Bad reviews•Competing/similarly named businesses•Bad press•Images/videos

Page 15: Public Relations and Reputation Management for Your Business

Google Yourself

There are 10 spots on the first page of Google.

Can you conquer them all?

Tip: Use Google AdWords to claim the first spot in line ASAP.

Page 16: Public Relations and Reputation Management for Your Business

Google Yourself

There are 10 spots on the first page of Google.

Can you conquer them all?

Tip: Use Google AdWords to claim the first spot in line ASAP.

Page 17: Public Relations and Reputation Management for Your Business

The First Rule of Fight Club

You probably can’t get that review to go away.

Especially if it’s…•Old•On RipoffReport.com•An article

OK fine, but how do I get people to join my Fight Club?

The goal of reputation management is primarily to obscure/cancel out negative buzz with positive content that’s in your control.

(But don’t freak out, everyone has negative reviews. It’s realistic.)

Page 18: Public Relations and Reputation Management for Your Business

Important Review Pages

Which review pages should I care about?

•What’s already showing up for your brand on first 2-3 pages of Google•Where your competitors are covered•Google Local•Yelp (but be careful)•Industry (TripAdvisor)•ResellerRatings•Testimonials Page

Page 19: Public Relations and Reputation Management for Your Business

Consumer Reviews

“Happy people don’t kill people.” — Legally Blonde

Problem: Angry consumers, disgruntled former employees, and your competition are more motivated to post negative reviews than happy people

Solution: Be proactive. Seek out your own good reviews.

How?•On your site•In follow-up emails•On the phone•Turn random praise INTO reviews (Facebook, letters)•Offer incentives

Page 20: Public Relations and Reputation Management for Your Business

But back to Fight Club…

Okay, obviously people are talking about Fight Club.i.e., some reviews can be destroyed

•Be fast•Resolve, but don’t bribe•Post public response•Follow up + ask them to change the review

Smooth jazz:•“We apologize for your negative experience”•“We recently…” renovated, invested in a new customer support team, revised our shipping policy

If it’s fraudulent: Contact site authorities; refrain from holding breath

Second rule of fight club:DO NOT post fake reviews

Page 21: Public Relations and Reputation Management for Your Business

Master of Your Domain

Expand your online presence with additional profiles you control.

•Additional domain• AjaxUnionBlog.com• AjaxUnionReviews.com

•Facebook•Twitter•Multimedia content

• Image Sharing• Videos

Time-tested trick: Google your more successful competitors and friends

Page 22: Public Relations and Reputation Management for Your Business

Tools of the trade

1. Google Alerts – every daygoogle.com/alerts

•John Smith•“Johnny Smith”•“Cool Bike Shop”•coolbikeshop•cool bike shop reviews

2. Awesome Screenshot – every weekawesomescreenshot.com

•First two pages for cool bike shop and coolbikeshop•Red, green, yellow boxes•Google Images and Video, if necessary•Google news•Make sure you are logged out of Google.

3. Time.

Page 23: Public Relations and Reputation Management for Your Business

Final Thoughts

• Set Publicity Goals• Write a Press Release!• Google Yourself ASAP• Combat Negative Content with Positive Content

Page 24: Public Relations and Reputation Management for Your Business

www.AjaxUnion.com/events

Small Business CEO NetworkingTuesday, August 13th from 6:00 PM to 8:00 PM

Free Business Networking MixerTuesday, August 27th from 6:00 PM to 9:00 PM

Page 25: Public Relations and Reputation Management for Your Business

Request a Free Quote:

www.AjaxUnion.com

Call Us Today:

800-594-0444

Page 26: Public Relations and Reputation Management for Your Business

Join Our Free Webinars!

www.AjaxUnion.com/webinar

Try out KiwiSEO today!

www.KiwiSEO.com