Tag Archives: pr

Recollections from my Date with Oprah

I know it’s almost been a month since Oprah was in Sydney but I’ve only calmed down from the all the hysteria now to be able to write about my date with Oprah.

On Tuesday 14 December 2010, my sister and I were among the 6,000 people who descended upon the Sydney Opera House for the afternoon taping of The Oprah Winfrey Show.

As we sat upon our blow-up cushions on the Opera House forecourt, Ross Wilson sang “Eagle Rock” before the crowd went wild for Oprah, who appeared brightly in an orange Collette Dinnigan dress.

Oprah’s guests included Bono, Keith Urban, Nicole Kidman and Olivia Newton-John, but the highlight was of course Hugh Jackman on the flying fox. What an epic fail of a dramatic entrance. Good thing they cut filming, because the audience did not know how to react.

Being a part of the afternoon audience meant that we had the hindsight of knowing that the morning audience all received necklaces. So when Oprah announced that everyone in the audience was receiving a diamond necklace (from Rio Tinto) as a memento of the event, everyone started screaming as if Oprah had let loose a box of bees. A man sitting in front of us even turned around to say, “I know I’m a man, but I’m really excited too!”

In a show dedicated to Australia, it was inevitable that there was going to be some cultural cringe. And the winner of the most cringe-worthy moment had to be when the show ended with the Qantas Choir singing “I Still Call Australia Home” with the help of Hugh Jackman, Keith Urban, Nicole Kidman (remember this?), Olivia Newton-John and even Russell Crowe.

There’s a good chance that the $5 million spent by Tourism Australia on “Oprah’s Ulitmate Australian Adventure”, as well as the extra millions spent on promoting Australian holiday packages in the US, Canada, UK and New Zealand as the Oprah episodes go to air, will translate into greater tourist numbers in Australia. Even before the episodes have even aired, Oprah’s visit has apparently generated $14 million worth of mostly positive exposure in the US. I don’t know how that number was generated but it seems like good news for Tourism Australia. But then again, I only have a communications degree, so what do I know?

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Great Online PR Starts with SEO & Keywords

Let’s throw some numbers out there:

  • 91% of journalists use search engines to research stories (Pew Internet & American Life Project, March 2007)
  • 98% of analysts use search to research and find news (Forrester Research, 2006)
  • Seven out of 10 people initiate their Internet experience with a search, and 49% of people use search daily to find information online (Pew Internet, August 2008)

Search engines are part of everyday life. While most PR specialists have heard of SEO, for them it’s just a way to get media releases ranking well on search engines. But it can be so much more than that.

Harnessing the power of Search

Search engine optimisation can help you gain quick wins by increasing positive brand visibility – if you do it right. As brand reputations are increasingly shaped by search engines, communications executives must look further than just optimizing media releases. There are also blog posts, corporate websites, social media sites and other online assets. Incorporating a holistic search optimisation strategy for the aforementioned can:

  • Increase the exposure of assets
  • Connect clients to key stakeholders
  • Increase brand awareness
  • Drive more traffic to corporate websites
  • Generate sales leads.

And the best thing about SEO? All PR specialists need to do is what they do best: words.

Well, not simply words… But keywords

Keywords are what search engine crawlers look for when someone types a query into a search engine.  Optimizing PR material for words that people are searching for is paramount, and this starts with keyword research.

Keyword Research

The first step begins with the discovery phase – what are the objectives of this PR exercise? Who are you speaking to? What are their preferences? Recognizing these factors will put you in the right state of mind when you next start identifying possible phrases that consumers use when searching for particular products or services.

During this phase, think of both broad and specific words that are relevant to the brand in mind. There are a number of keyword research tools out there to help you, though none are perfect just yet. So it’s always good to use multiple tools to compare different keywords that are generated. Here are some free tools that are out there:

It’s easy to drown in hundreds, even thousands of keywords at this point. To counter this, moderate your list only include the ones that are highly relevant. You won’t be able to include every last keyword in your PR communications anyway.

Optimising your PR content for Search

Integrating keywords into your PR material is more than just sprinkling them in your content after writing a press release. SEO should be considered from the start. Here are some rules of thumb:

  • Ensure keywords are strategically placed in your headlines, sub headings, and body text
  • Avoid keyword stuffing. Search engines are good at detecting poorly optimized content, and may sometimes regard this as spam
  • Add relevant, keyword optimised tags. Tags are a great way to organise and classify your PR releases or blog posts whilst creating an extra layer of context for both search engines and consumers
  • Where possible, add keyword rich links within your articles
  • Give each article, blog post, media release its own unique page with a keyword optimised URL – just like this blog post. This is not only beneficial to SEO, but lets you track the exact amount of traffic or sales gained from each PR effort

Sound easy? Keywords are just the beginning. It gets more complicated when you’re trying to manage a crisis, which will be covered in the near future. In the meantime, I’d love for you to share any ideas relevant to this topic.

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