In this video interview, public relations expert Greg Jarboe explains how a PR firm might assist an online business.
Over the years, says Jarboe, "public relations," that is, relating to the public, has become "media relations." However, now PR has morphed again to allow you to reach out to particular "publics" online through social media and optimizing press releases.
The first step for a PR agency should be to clarify your business objective, challenges, and key competitors. Then, the PR agency can work with you to tailor a program that is appropriate to your needs. A PR agency should begin by asking you questions, not making their agency pitch!
Often, training is the best approach, so businesses can learn to do things themsevles in social media and writing news-worthy press releases, rather than just providing the services already complete. Being available for consultation is another helpful approach.
Greg Jarboe is the founder of SEO-PR, which does search engine optimization, public relations, social media marketing, and YouTube marketing. This interview was recorded at the Search Engine Strategies Conference in San Francisco, August 2010.