“If you’re an in-house PR or communications practitioner then it’s a great first step to look at how mainstream media is changing to prioritise where to start.”
I agree, but this is a great responsibility and a continuous struggle, not to get ahead other disciplines, but to helt organizations do better on their online publics. They evolve daily, and so should we.
“This is why your content strategy is so important and takes much thought. Where to start? Well, your internal analytics are key. Who is coming to you, where are they coming from and what do they do when they get there. This tells us so much about what kinds of content works. But also think about how you build relationships with people that come to your site. What kind of language introduces you and what you’re about in a way that makes you feel human and friendly as opposed to SEO terms and sales-speak?”
Exactly, why build awareness from scratch when your pull strategy can do so much work for you? All you need is a process for active listening.
“Search is a behaviour, and like all other behaviours it can be profiled. Searching for something expresses a very explicit desire for content and, following a search, different behaviours will lead people to interact with your content in different ways.”
I like stuff like this. Best style guide ever? Elements of style by Strunk & White.
Now also the history of public relations gets its own conference! Do you know your PR history?
Bli medlem i PR of Sweden!
