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Three Ways to Use New Media Strategies in PR to Gain Visibility

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November 23,2010

By Michael Pranikoff, Director, Emerging Media, PR Newswire

There is a lot of noise today all around us. It’s been reported that the average person is exposed to anywhere from 1,500 to 3,000 advertisements in a given day. That is a lot of messages! In order for your message to cut through all of that noise, you have to be sure that you are using all the tactics that you have at your fingertips. Today, that includes using new media strategies to break through to your target audience.

  1. Today we need to think about search in everything we do. Search is the great democratizer of information. CEO’s to middle management to regular consumers use a search engine every day, and sometimes multiple times a day. Knowing how to write for search is one of the best things you can learn how to do today as a communications professional. Reaching that audience with your content when they are looking for it makes you their top resource.
  2. Use multimedia to help tell your story. Photos and videos can add tremendous value in an online environment. They help by making your content much more engaging. Just think if you would buy something on eBay without seeing a photo of it? Photos don’t have to just be a logo or a headshot, but often flow charts and graphics find their way into blogs and traditional media. When it comes to online video, often a less produced video can produce better online results.
  3. Spread your messages. Many people are familiar with Search Engine Optimization (SEO), but are you familiar with Digital Asset Optimization (DAO)? This is one of the fastest growing trends in online communications. Open up other channels for your content online to be found outside of your own domain while using descriptions and links to point back to specific sections of your domain. Think about a video being on multiple channels like YouTube and MetaCafe that point back to content on your site. This is used for all kinds of content like positive media or blog clips posted on a site like Delicious. Making your content more prevalent online will make it easier for searchers to find your content when they are really looking for it.


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