A New PR Resource For Search Visibility & Measurement
The following is a guest post from Future Buzz community member Rebekah Iliff.
In many ways, PR is still run the way it was in web 1.0: very very far behind the times. But we are making progress as more entrepreneurs and investors see PR as a wide-open opportunity – especially in terms of technological innovation.
Beyond all of the various technologies that enable PR to streamline activities and take a more “programmatic” approach to campaigns, the PR role is shifting to include content marketing, social, native advertising, and in many cases SEO strategy. In other words, anything that touches “communication” has the potential to roll-up into the public relations wheelhouse.
Another requirement for PR is to show a solid ROI on activities. It is no longer acceptable to report media hits as an outcome. Clients, VPs, and decision makers demand solid metrics and insights that will help inform future initiatives and budget allocation.
In addition to things like traffic, social shares, and even lead generation, key message tracking is becoming more important to brands as they continually seek ways of optimizing content for the web; in return, boosting their organic search rankings and gaining mindshare among coveted audience segments.
This week, we released a paper around the next generation of SEO – a new concept we call NEO, or “news engine optimization.” Ultimately, we are taking a look what’s next, how to effectively analyze PR success.
Here is a quick overview of the paper:
NEO gives organizations powerful insights into how the media, inﬂuencers, and ultimately customers are responding to and amplifying “sticky” messages: messages that can then be used to drive future marketing and public relations activities, owned media content creation, and even advertising campaigns.
Key sections include:
1. How we got to NEO: the history of search
2. Technology background: NEO methodolgy and search technology
3. Understanding search and NEO: search psychology
4. NEO examples and application: Virgin America and Southwest Airlines
Also related, check out our team’s recent interview with Adam over on our blog here.
Rebekah Iliff is the Chief Strategy Officer for AirPR, a technology platform to increase PR performance. She is currently a columnist for Inc., and a contributing writer for Entrepreneur, Mashable, Huffington Post, and PRWeek. Rebekah holds a B.A. in Philosophy from Loyola University Chicago, and an M.A. in Organizational Management and Applied Community Psychology from Antioch University at Los Angeles (AULA).