LT Public Relations

As promised, LT Public Relations wanted to share stats and updates from our most recent, deliberate blog post about the importance of search engine optimization (SEO) and keywords/keyphrases for public relations efforts.  To refresh your memory, we strategically included often used words and phrases in the post to attempt to attract more visitors to our blog and Web site.

The LT Public Relations blog had a staggering 148% increase in taffic over the course of three days.  The LT Public Relations Web sitereceived a 30% jump in traffic over that same timeframe.

Some of the keywords and keyphrases used, included:

• SEO
• public relations
• PR campaigns
• blogging

Those are numbers we can live with and further helps us to 1) continue to diligently think about what words to use in our posts 2) how we can further help our clients with their SEO/public relations efforts.

On a semi-related note, we encourage our readers to watch the following segment (“Blogging Through History”) from this Sunday’s (3/29/08) CBS Sunday Morning regarding the history of blogging as it pertains to the history of the press.  Interesting watch! 

Watch CBS Videos Online

Over the next month, the LT Public Relations blog will be exploring the importance of incorporating social media, social networking, search engine marketing (SEM), search engine optimization (SEO) and other new media components into public relations plans and marketing plans (TIP: contact the folks at Market Accelerators).

As this is a public relations blog primarily for the financial services sector (e.g. bank marketers, credit unions, financial advisors, etc.), we’ll keep the content tailored.

As you can already see, we have saturated this blog with some of the Web’s most popular words.  This was very intentional. In fact, we suspect we will receive scores of new visitors to this posting primarily because we used the above keywords.  Therefore we start with the first lesson . . . using SEO in public relations. 

For those of you who think you completely understand SEO and its role in public relations–feel free to click somewhere else.  However, our agency has intentionally immersed itself for months now into SEO and how it can best be utilized for our clients–and we learn something new every day.  So hang with us for a bit–you might learn something new, too.

What is SEO?  Wikipedia defines SEO as the process of improving the volume and quality of traffic to a Web site from search engines via “natural” (“organic” or “algorithmic” search results.  Typically, the earlier a site appears in the search results list , the more visitors it will receive from the search engine.

By definition alone, what bank, credit union, and other financial institution wouldn’t want to improve or increase Web traffic to its site? This increase in Web traffic is also one of the key indicators of how to measure an effective public relations campaign. In other words, how to measure public relations ROI.

SEO for public relations is multifaceted and is the future of PR.  For simplicity sake, we’ve outlined the following key components of SEO and how to incorporating SEO into a PR campaign . . .

• Content is CRUCIAL.  Each word of a news release, Web site, corporate blog, online sales collateral, ‘press room,’ or media page should be chosen with precision.  As public relations for banks, credit unions and the like will continue to make a dramatic shift online, the words used to attract attention will be critical to a successful campaign.
• Use Keyword and Keyphrase Rich Text. Similar to the above, to truly gain attention to a site, your financial institution must know what are the “Key Words” and Keyword Phrases” that your target audience is using or might use.  Key words and key phrases on your site will be the #1 driver to your site and for rankings search engines (such as Google, Yahoo!, etc.) will give your organization.

For example: if looking for a bank in San Francisco to do business with, a very common keyword phrase that a prospective banking customer would type might be “best banks in San Francisco” or “respected banks in San Francisco.”  Although you may very well be the best bank in SF, if your site, blogs or news release does not have this string of words together–your target audience will have a more challenging time finding you online.

• Copywriters, Bloggers, Public Relations professionals, Marketing, Sales should be typing together. Content for all outgoing online communication should be consistent through all channels within a financial institution to increase attention and Web traffic. 
• But Don’t Overdo it!  Yes, SEO is important–but don’t sacrifice journalistic integrity to try and get a keyword phrase in.  Let it come naturally–or don’t do it.  There will likely be other online forums to use a specific keyword phrase.
•  Don’t forget tags and Meta tags! These are key words and phrases used on your site and in your blog posts to help search engines (and visitors) crawl through the World Wide Web to find exactly what they’re looking for.  In other words, tags help search engines understand the content of your site.  Putting correct Meta tags is called on-page optimization.   *You’ll see we used TONS of tags in this post (to help us prove the importance of SEO).

So there you have it . . . the basics of SEO.  For those who understand SEO, this might have been boring (or a good refresher course).  For those bank marketing and credit union marketing professionals who get it, but aren’t yet implementing it, contact us and we’ll help.  For everyone else who might now be scared of SEO, contact us anyway–we’ll “crawl” you through it.

*Results of how many new visitors the LT Public Relations Blog received will be unveiled on the next blog post.

This week, Frank Washkuch at PR Week reported on a study conducted by BackBay Communications and Marketwire that concluded a majority of reporters are troubled that financial institutions don’t communicate newsworthy events.  More specifically, the study reports that, according to reporters, banks and the like don’t respond to calls, and if they do, they provide evasive responses.

This continues to be unsettling information for many reasons, but nothing new to us here at LT Public Relations.  Like BackBay Communications, our firm specializes in helping the financial and professional services sector with their communications needs.   We’ve blogged several times in the past few months about the importance of communication during these extraordinary times (crisis communications)–especially for banks, credit unions, investment advisory firms, etc. 

Now more than ever, the volume needs to be raised about what is really going on–good or bad–by these financial institutions.  Furthermore, the communication flow to the media and bloggers must be ongoing.  If reporters/bloggers don’t hear from a financial institution regarding a situation or story, the reporter or blogger is tasked with drawing their own conclusions–which is most often a dangerous thing. 

Beyond the importance of communicating, the study indicated that if firms developed better relationships with their target news staff, it could lead to better coverage (see our blog on media tours).  Also, reporters wanted executives available to discuss industry trends–and nearly 60% cited developing studies on marketplace issues as a positive.

Good study . . . but will financial institutions listen and heed the call-to-action?  LT Public Relations (www.ltpublicrelations) sure hopes so!

The great Wal-Mart continues to be a leader in discounted goods–but now the nation’s largest retailer is a leader with its communication vision for the future . . . beyond the recession.

Last week, Wal-Mart’s decision to expand its public relations efforts by retaining up to five public relations firms should have sent a strong message to its competitors, the PR and advertising industries and the retail world about the future of communications.  That is . . . PR is the most effective communications tool.

In the Wall Street Journal article on March 12th, “Wal-Mart Tosses a PR ‘Jump Ball,’” the PR agencies will promote products in five categories: food, apparel, electronics, financial services (really? Wal-Mart has financial services?) and its Website (www.walmart.com).  The reason Wal-Mart has overhauled its marketing efforts is apparently because their past advertising and marketing efforts just weren’t cutting it.  That is, they weren’t telling the important stories of the retail giant.

So Wal-Mart wised-up and is looking to the creative, effective communications tools of public relations.  Now more than ever, public relations is the go-to source for communicating and the EVERYONE should take notice. (Need help?  contact LT Public Relations).

Congratulations Wal-Mart–you get it!

A truly fascinating Scott Pelley story last night (3/8/09) on 60 Minutes –”Your Bank Has Failed.  What Happens Next,” about the FDIC’s involvement in the overtaking of failed banks.  A must watch for anyone in the banking community . . . Watch here:

Watch CBS Videos Online

For those in the banking world who watched this episode, one would ask, “is my bank at risk?” Or banking customers will now surely ask, “is my money and bank safe?”  These are natural and important questions that will inevitably be asked–and banks should be uber sensitive and super ready to respond.

Regardless of a bank’s seemingly “safe” stature in its community, episodes like last night’s 60 Minutes (and corresponding news items) will inevitably raise some concerns about the safety of banks . . . ALL BANKS (big and small).

Therefore, all banks must be ready to address circumstances and false perceptions from all places.  This goes beyond having good customer service ready to answer questions “as they come.”  A bank must take a proactive communication stance internally (i.e. its staff and constituents), as well as externally (i.e. media, local community leaders, etc.).  

Banks should not trust that their customers and community will naturally think their bank is safe (even if it truly is), because the reality is that the public perception is that, “I don’t know if my bank or money is safe.”

It’s time to ratchet-up the bank communications and end any misperceptions by being assertive with communicating the bank’s current situation.

Need help?  LT Public Relations specializes in communication efforts for banks, credit unions and professional and financial services.  This is our bailiwick.  Communicate to us–and we’ll help with your communications . . . www.ltpublicrelations.com or pr@ltpublicrelations.com

The profession of public relations has changed dramatically over the past few years from a focus on media relations, crisis communications and journalistic support to more ”creative communications.” As defined by Wikipedia, public relations is the practice of managing the flow of information between an organization and its publics. To better manage this flow, the PR professional and agencies are tasked with finding unique and targeted ways to get the message across for their representing businesses.

It’s no longer a one or two trick gig to generate positive awareness–but rather there is now a whole host of mediums to spread the good word about a company, person or cause.  The PR industry has covered the “new media” ad nauseum (e.g. blogs, twitter , YouTube, etc.).  But again, those mediums are becoming a bit stale and myopic in delivering the communications. 

The quest to find the right medium (regardless of how quirky or non-traditional it might sound) for our clients is LT Public Relations’ goal.  Each day, we scour the media and communities that our clients serve to find the most relevant ways to connect with the client’s target audience. Sometimes our findings come from the most unusual places.

Of all places, Celebrity Apprentice has been an uncanny source of fresh PR ideas.  Beyond being intoxicatingly addictive, the Donald Trump show provides many great ideas on how to generate buzz beyond the normal ways. Granted, our clients don’t often have the resources to have a celebrity pitch their product or service, but the show goes much further than that. 

For six seasons, The Apprentice on NBC has been our muse for public relations ideas that are out-of-the-norm.  From product placement strategy, to location, to off-the-wall marketing ideas, The Apprentice is a must-watch for any PR, marketing and/or advertising professional. 

To its core, the show is about marketing and buzz generation–mixed with business acumen–to win the grand prize (to be The Donald’s apprentice).  Each week, mostly useful ideas are thrown out like candy–and LT Public Relations is taking notes. 

We encourage others to take a closer look at NBC’s Apprentice for possible applicable public relations ideas that will help you communicate more effectively and uniquely. Creative communications is the name of the game now–if you’re not doing it don’t be surprised to hear “you’re fired” from your job.