Hyperlinked PR: Creating Keyword Communication Campaigns

As a public relations consultant, I am a storyteller and a matchmaker, regardless of the medium. While the traditional media is shrinking, online communications channels are exploding. As a result, the opportunities to tell my clients’ stories and to make connections for them are endless.

Not only can I expand the reach of my clients’ voices exponentially by using inexpensive online wire services, blogs, Twitter, Ezine, YouTube, etc., I can actually measure my impact like never before by tracking web traffic. By letting go of the old model, I have doubled my value right now and I can prove it.

Think of Google Like a Newspaper

Search engines are like the new newspaper. On the right side are the advertisements. On the left side are the articles. Like in the traditional newspaper world, you can pay outright for your “keywords” to be read through expensive pay-per-click campaigns or you can claim them through creativity and consistency with the written word, otherwise known as organic search engine optimization. In my opinion, since many public relations professionals have yet to embrace SEO as an integral part of their communications strategy, there is plenty of territory left to plant a flag in.

Hang Onto Keywords Like Life Rafts

While some PR people like me find this liberation to be exciting, others feel like they are drowning in an ocean of information and interactivity and want to wish the old model back into existence. To them, I say partner with an SEO firm and hang onto your keywords like life rafts. Since keywords are like smoke signals that people are using to find each other, including print reporters, Keyword Communication is the future of public relations.

Claim Your Keywords and Communicate Consistently Across Channels

What are your keywords? What three things do you want to be known for? Use your keywords consistently throughout the vast network of information and connection channels as a magnetic force to pull customers back to your web site, to propel your brand to the top of search engines and to lead your industry’s conversations.

Keyword wheel