We came across this article by Lee Odden, which is a guide to assessing if your PR agency is Search Engine Optimisation (SEO) and social media ready.

We are pleased to note that we have been implementing the suggested SEO and SMO strategies for our clients for some time now.

So how do you know if your PR agency is SEO and social media ready? Odden proposes a six question quiz. The main points are below.

* You need both social media and SEO strategies.

* As discussed previously on our blog, Social Media Optmisation (SMO) can be integrated with SEO strategies to increase your business’ online visibility, particularly through organic search on search engines such as Google.

* When it comes to SEO keyword optimisation, the keywords you have been optimising for on your web pages and in your blog posts should also be optimised for in social media content, along with links back to your website pages on these particular topics.

* You need to get to know your target audiences so that you can customise online content to their interests. A good way to do this is by conducting a survey including questions such as: what social media sites do you visit and how often? What type of search do they use for story research? etc. This should ideally be the first thing you do, in order to assist with developing a blog content plan.

* Develop a blog content plan that not only includes content on your company but also industry specific topics that will be of interest to your target audiences, including journalists and bloggers. Ideally, you want blog content to reach social media news and bookmarking sites and this is where providing quality content can help.

* Have good quality, keyword optimised blog posts on your website as well as interesting and useful content on your social media profiles.

Odden also speaks about establishing your PR agency’s true core competency: traditional or digital PR. We believe that with a highly qualified team with experience in varying fields, it is possible to have a PR agency that can operate competently within both areas.

Don’t be beaten by the recession, gain market share. This is currently the goal of just about every business across the country, not to mention in every other struggling global economy!

In these tough times, Public Relations and Marketing are often viewed as unnecessary ‘luxuries’. However, according to Brian Mahoney Director, Financial and Corporate Relations (FCR) from the PRIA (Public Relations Institute of Australia) and those who survived the last recession in the 1990’s, the best way to not only survive a recession but also come out of it stronger is to continue your PR and marketing activities.

Before you dismiss this as biased opinion, read about the rationale behind the statement…

All of your competitors will no doubt be slashing communications budgets in an attempt to pinch the precious ‘pennies’, that is if they haven’t already. Therefore, by maintaining active communications through this period of recession you are more likely to gain market share, emerging from the recession better placed in the market!

To find out how Connecting Images can help you through the recession blues with innovative and integrated communications strategies, give Mark, Merilyn or Cal a call on (03) 9819 2566 to arrange to come in for a coffee.

When a natural disaster strikes, time is of the essence. Fortunately, in this day and age quick communication is something we have mastered, perhaps better than any other time in history. A large part of this communication is the Internet and of course social media.

During both the recent Victorian bushfires disaster and the Sichuan earthquake in China last year, social media played a vital role in relaying information to the masses with the timelines required.

In both instances social media outlets such as Twitter, Facebook, Flickr, blogs and podcasts, along with videos and interactive maps were, and still are, buzzing with personal accounts of those affected (source).

Giving more importance to these once seemingly insignificant sources, mainstream news outlets are using these accounts extensively in their reports as they struggle to provide comprehensive coverage in the wake of such a crisis.

Timothy Coombs, Professor of Crisis Communication at Eastern Illinois University states that ‘the downside of social media is the need for stakeholders to, firstly, have the technology and, secondly, realise its value during a crisis’. However, a crisis creates an ‘information vacuum’ that needs to be filled and, as proven in the response to the Victorian Bushfires, social media sufficiently fills this vacuum.

Social media can also do wonders for your own organisations, aiding with internal communications, event management, crisis communications and building a sense of community for key stakeholders. It is a cost effective and easy way to deliver your key messages quickly.

Want to learn more about how social media can help you or your organisation? Call Cal or Merilyn on (03) 9819 2466.

If you have been reading our blog regularly, you will be aware by now of the changing face of the media; a general decline of the use of traditional media, and the significant increase of internet use.

The internet is a virtual equivalent of the real world through which people and companies can publish information, much like they do through traditional media, share them with others, comment on various topics or alternatively seek information.

It is important to remember that the online world is populated by people, it is not just a one-way telecommunications channel. Therefore, all the Public Relations and Marketing activities you are currently undertaking offline should also be included online – and increasingly being highly visible online is becoming ever more important.

Online media releases can also do more than just boost the results of a traditional media relations campaign. Submitting your keyword optimised online media release to press release submission websites, with a link back to your company’s website, is a powerful way to enhance effective Search Engine Optimisation.

How is this so?
Google weights links to your website from other reputable sites a vote for your level of authority on a particular subject. The more inbound links from websites and articles containing content on your subject matter, the better your site will rank for particular targeted  keywords.

Want to improve the Search Engine Optimisation of your company’s website but don’t know where to start? Call Merilyn or Cal on (03) 9819 2566 and organise to come in for a coffee and a chat.

Future Fibre Technologies (FFT) is an Australian company that manufactures and markets a range of fibre optic intrusion detection and location systems – amazingly effective solutions for securing high value assets and critical infrastructure.

Focused totally on the security industry, FFT is a world leader in fibre optic perimeter intrusion detection, detecting third party interference (TPI) on oil and gas pipelines, and protecting sensitive data communications cables.

Early in 2008, FFT engaged Connecting Images for an initial media campaign to support the company’s presence at the IFSEC tradeshow in the UK, where it showcased its unique perimeter protection products.

With little or no previous media awareness of FFT, our brief was to identify appropriate media, build relationships with relevant journalists, introduce them to the FFT products and capabilities with the view to achieving editorial exposure. The outcomes were most rewarding, and FFT has now appointed Connecting Images as its marketing and PR agency on a 12 month retainer.

FFT’s fibre optic perimeter intrusion detection systems protect hundreds of critical infrastructures around the world – including some airports.

While spending on explosive detection and passenger screening at major commercial airports around the world has increased massively in the years since the terrorist attacks on September 11, nothing has changed regarding the security surrounding Australia’s major airports themselves.

Connecting Images developed a media campaign around this issue, securing great media uptake and interest. Recently three more European airports commissioned FFT Secure Fence(tm) – this single system protects an entire airport perimeter and can pinpoint intrusions to within 25 metres.

Our focus now is on developing more web content, quarterly newsletters and regular blogs, strengthening FFT’s online presence and SEO, maintaining a prominent presence in national and international target publications, and supporting the company with its marketing and promotional activities at trade shows around the world. FFT is represented in English, Arabic, Chinese, French, Russian, Spanish and Japanese translations.

FFT is also very progressive with its customer induction and training. Our first project in 2009 will be to work with FFT to develop a new 2 hour training DVD, designed to enable integrators of the FFT systems to install them in the most effective manner, thus reducing the need for direct FFT involvement in installations. This training video will be available to all FFT installers – both new and existing.

There is a misconception that effective PR is all about the fantastic media contacts we maintain. This must lead to increased editorial content, right?
Not necessarily. While maintaining relationships with media contacts is important, obtaining editorial coverage will always come down to what the journalist thinks will be newsworthy to their audience. If journalists are dedicated to their jobs, their number one priority is to maintain a standard of quality content, after all this is what sells papers or magazines.

Editorial content is often considered more credible and effective than advertising in delivering your message, hence forms part of the strategy in communicating with your business’ stakeholders. But crafting a story and getting it published is somewhat of an art.

Identifying the news worthy angle of any story, even identifying if there really is a story worth telling, and then creating a media release that ‘works’ is a rare skill and one that our clients value when dealing with Connecting Images.

To maximise your chances of getting exposure from your next editorial campaign call Merilyn on (03) 9819 2566 to discuss our media relations service.

Communicating in an over-communicated world is an on-going challenge.

Ensuring your customers “hear what you are saying” by development key messages is vital to the success of any marketing campaign. By sending a targeted message to your audience you significantly increase your chances of obtaining the results you’re aiming for. Here are a few useful tips in creating purposeful and effect key messages:

• Use a maximum of three key messages throughout your campaign – it is important to limit the number of key messages contained in a campaign to avoid confusion and competing objectives within your communications.

• When developing your three key messages, try to keep in mind at all times: what is in my audience’s self interest?

• It is important to keep ethical dilemmas in mind whilst establishing key messages. For example: when dealing with a crisis, your key messages should be solidly grounded in the truth. This avoids any further disasters and damage to your business’ reputation, such as when the real truth is revealed – and most likely will be!

“Nothing like that would happen to my bussiness.” We don’t mean to sound ominous, but are you sure?

When so much hangs on the good reputation of your business, which has taken significant investment over time to build, being prepared with a sound procedure in case an ill wind should blow through your company door makes sense!

It can be as simple as being misquoted in the media, or as monumental as an urgent recall of your highly visible product, a major accident in the workplace or a revolt by employees about some company ‘transgression’.

There is always a huge commercial impact if your business reputation is not well managed.

Research from the Queensland University of Technology reveals that “…around 60% to 80% of company crises are smouldering, with the company oblivious, or choosing not to act.”

IF IT HAPPENS:

• Take responsibility and apologise for any company transgression –sincere regret for any wrong doing, or adverse impact on employees, shareholders or other stakeholders is essential
• Ensure that your company is not hiding anything – transparency is crucial, and if the media scrutiny is sustained ultimately all will be revealed
• Have a competent and media savvy company spokesperson available to speak to the media
• Prepare a comprehensive, informative and factual media release – ensure media has accurate information or they will fabricate a story anyhow, based on speculation and circumstantial evidence
• Prepare a ‘question and answer sheet’ – make sure this explains how the situation arose
• Make sure your website is immediately updated with all relevant and current information
• Distribute release to select media if necessary – sometimes it is best to sit tight and take no proactive initiative. But you do need to be prepared
• Arrange a 24-hour hotline
• Brief employees
• Prepare an advertisement for the daily papers – in the case of a major crisis
• Undertake further investigation
• Remain calm – if your response is managed well, the fallout can be minimal

On August 30, our long-term client ASSA ABLOY Australia, the company behind leading lock brand Lockwood®, held the public launch of its multi-million dollar site redevelopment in Oakleigh, Victoria. Designed by respected Victorian architects Baldasso Cortese, the new site includes a ‘Centre of Design Excellence’ for the research and development of innovative technologies, and an expanded manufacturing facility. ASSA ABLOY’s investment ensures that its icon lock brands will remain on Australian shores, signifying a commitment to both its people and the Australian economy. The facility will play an integral part in ASSA ABLOY’s global manufacturing process.

Connecting Images worked alongside ASSA ABLOY to manage the event launch. We developed the event theme ‘Local Skill – Global Strength’, designed and produced the stylish invitations (complete with individual ‘swipe cards’ signifying the technological advances in locks since the Lockwood® brand was established more than 60 years ago), implemented the invitation mail out, managed the RSVP database, assisted with the welcoming and registration on the day, handled the speech writing, and conducted a successful media campaign.

We attracted a range of targeted media contacts to the site launch with a variety of story angles to appeal to business media, architectural and trade publications, online media and local, state and national major daily newspapers. We prepared releases for human interest media about the extraordinary long-term work and personal relationships forged at ASSA ABLOY (more than 60% of ASSA ABLOY Australia’s employees have been with the company for more than 10 years), and for business media about ASSA ABLOY finding it cheaper to manufacture some products here in Australia, than in China or India!

This successful media campaign generated more than 20 confirmed articles.