Mike Farber
Here at Crossroads we talk about the intersection of traditional and new media. However, this conversation is taking place at all levels in the marketing world, not just in public relations.
Let's add another intersection to the discussion--public relations and search marketing.
Search marketing is changing marketing. Google prints money from their search advertising business. It's inexpensive, effective and very measurable. And, as this New York Times article discusses, recession proof.
However, many companies treat search marketing as a stand-alone initiative. Figure out some keywords, search engine optimize (SEO) the site, maybe run some pay-per-click (PPC) campaigns to generate leads. Inevitably, without any strategic context, the initiative putters out.
There's another, smaller group of companies that are navigating this roadblock by tightly integrating their search marketing programs with public relations. They tap the PR team to develop messages, turn those messages into keywords, use articles and other PR content to optimize the site and blast out strategic PPC campaigns coordinated with media campaigns.
This "surround-sound" approach hits key audiences with the same messages from two of the most influential sources out there--media (both traditional and social) and Google search.
Schwartz is sitting at the crossroads of PR and search marketing. For quite a while we've been optimizing releases, providing keyword advice and even figuring out compelling offers that will convert into qualified leads.
Today, we're diving in with a full-fledged search marketing offering. We believe PR and search marketing services fit naturally together. Clients come to Schwartz for results, and one of the great things about search marketing is it's results-focus and measurability.
Learn more in our upcoming webinar.
Tags:
ppc,
public relations,
search marketing,
seo
Posted by Mike Farber on May 20, 2008 at 12:30 PM
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Fun piece on page one of today's Boston Globe on creative ways VCs look to source early deals. Couple thoughts:
1) The story's prominent placement was likely the work of Managing Editor/News and Page One Editor Caleb Solomon. Solomon visited Schwartz a few months ago and talked elequently about the role of new media in today's newsroom and how he looked to get more business stories on page one.
2) Innovative VCs like Borealis Ventures tap into underserved entrepreneurial communities. Borealis, based in New Hampshire, looks for ideas and talent in northern New England. The Peak Pitch contest is a perfect way to reach their desired audience. All types of companies can learn something about target marketing from events like this one.
Tags:
boston globe,
marketing,
New England,
VC investment
Posted by Mike Farber on March 26, 2008 at 2:21 PM
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BusinessWeek has just done a big re-design. Here's the new logo:
It's still red. They kept the big "W" in the middle of the name. But is it any good?
Well, it's not bad. Certainly bold. Perhaps The New York Times should take a poll of designers like they did for the New York City taxi logo.
Here's what I find interesting. Buried in Stephen Adler's Editor's Memo it says, "We'll be opening our doors to an Internet-type model of aggregation--that is, offering other smart perspectives from around the world alongside stories that we develop. In this way, we'll share ideas that we have found worthwhile, even if they weren't invented here."
Now that's quite a statement for arguably the world's top business publication to make. In essence, BusinessWeek is recognizing that a huge part of their value is to be one of the few "must read" resources for busy professionals. If that means cherry picking enough good tidbits from competing publications to assure their readers that they're not missing much, then so be it.
Fits my theory on how the big "traditional" media outlets that figure out how to best integrate "new" media techniques and tools will wind up even more influential than before.
Posted by Mike Farber on October 23, 2007 at 8:10 AM
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BusinessWeek has just done a big re-design. Here's the new logo:
It's still red. They kept the big "W" in the middle of the name. But is it any good?
Well, it's not bad. Certainly bold. Perhaps The New York Times should take a poll of designers like they did for the New York City taxi logo.
Here's what I find interesting. Buried in Stephen Adler's Editor's Memo it says, "We'll be opening our doors to an Internet-type model of aggregation--that is, offering other smart perspectives from around the world alongside stories that we develop. In this way, we'll share ideas that we have found worthwhile, even if they weren't invented here."
Now that's quite a statement for arguably the world's top business publication to make. In essence, BusinessWeek is recognizing that a huge part of their value is to be one of the few "must read" resources for busy professionals. If that means cherry picking enough good tidbits from competing publications to assure their readers that they're not missing much, then so be it.
Fits my theory on how the big "traditional" media outlets that figure out how to best integrate "new" media techniques and tools will wind up even more influential than before.
Posted by Mike Farber on at 8:10 AM
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The public relations business is at a real crossroads. The advent of social media means it's now impossible to control messages perfectly. Communications is becoming more real. Raw. Genuine.
This is a very good thing.
Social media is here to stay. But so is traditional media. In fact, the traditional media that makes it through this crossroads will be even more powerful than before. They'll have cracked the code on integrating both types of media with the kind of rich, full content that develops and grows audiences.
This blog explores what's happening in the ever-evolving communications world. We'll talk about how companies can benefit from these changes. We're also tackling trends we see in the media and the industry practice groups we cover. Opinions, best practices and interesting tools are all fodder for discussion.
Our job, as PR professionals, is to help guide our clients through this new and ever-changing environment. It's going to be fun. As I mentioned in a recent panel sponsored by PR News, "Ten years from now, we're going to have great jobs, just very different jobs."
Hope you enjoy our thoughts.
Posted by Mike Farber on October 2, 2007 at 9:56 AM
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