PR is a creative business. That means there are certain styles, personalities, and tricks that a PR person uses to get the best results for his or her client. However, since it is a creative industry, there are times when an individual PR agent’s efforts do not work for certain businesses. Unfortunately, many business owners stick with a PR person, even if they are ineffective. Why? Because they do not know that PR strategies differ from agency to agency, and they put too much trust into a PR agent to do the best for their business.

Getting the best PR results sometimes means more than asking your PR person to do more or work harder. It often becomes part of a PR agency change.

So how do you know if your PR agency is doing the best they can for your business? Here are some questions you should ask that can help you determine whether it is time to fire your PR agent.

What Are My Past and Current PR Goals?

What were your PR goals when you hired your agency? Were you attempting to build a better, more recognizable brand? Were you trying to get more customers in the door of your retail store? Your PR person may be working to achieve the goals you set when you hired them. However, if you discover that your goals have changed, talk to your PR person and see if you can get back on track.

Is My PR Person Always Offering Excuses?

If you are not getting the PR results you want or achieving the goals you set with your PR agency, what are the reasons? If your PR person is in the business of giving you excuse after excuse why their efforts are failing, it may be time to look into new PR grounds.

Why is My Competition Getting More Headlines?

One of your main marketing strategies should be to do better than your competition. If you find that your competition is seen more often in news stories or headlines, then your PR person may not be seizing all the opportunities you need to succeed.

Why Isn’t My PR Person Online?

Many PR people still use the old excuse of “it’s always worked in the past.” Rather than adapting to new media like online marketing, blogging, social media, and internet buzz, they stick with older “analog” methods that do not work for your company.

Why Doesn’t My Target Audience Know Who I Am?

If you ask this question after a reasonable amount of time, it may be time to cut your losses and switch. A good PR agency will know how to get your firm name in on radio, TV, newspapers, online media, and other mediums as well.

If you ask yourself these questions and realize that your PR could use improvement, consider a switch to a new agency or freelance PR person.

Guest blogging is simply writing a blog post that is published on another blog with your guest “byline.” Many popular blogs accept guest posts as a way to post additional web content to their site, save them time from writing posts every day, and promote expertise, products, or services of other bloggers.

How can you get to be a guest blogger? Here are five important but easy steps you can take to find and publish your first guest post – and hopefully many more afterwards.

1. Research Potential Blogs

There are literally hundreds of thousands of blogs on the internet. Many are popular blogs with a loyal following, while others may not be so popular but fit into your business niche. Your job is to find the blogs that are relevant to your expertise and business industry.

Perform Google searches for potential blogs. You can narrow your research to strictly blog results with Google’s Blog Search tool. Type in queries with keywords pertinent to your business or industry. Then browse results of blogs that look interesting to you and is aimed at the same audience.

You might also join My Blog Guest. Here you can connect with other bloggers who are interested in accepting or swapping guest posts.

2. Dig Deeper Into Top Blog Choices

Before you make a pitch to a blog owner, you should research their blog thoroughly. Who is their audience? What do they think of the blog? What topics are most discussed?

Read and browse the blog. Also, use tools like the ones found at Topsy.com. Simply enter “Site:blogname.com” and find out what people are saying on Twitter.

3. Form a Great Post Idea

You need a great idea to pitch to the blog owner. Brainstorm potential topics and ideas. Then narrow them down to one or two top choices.

4. Write an Email Pitch

With your top idea or ideas in hand, it is time to pitch the blog owner as a guest poster. Compose an email like you would propose an article idea to a print magazine. Keep it short, concise, and interesting. Here are some tips:

Address the blog owner by name – This always adds a personal approach and shows you have done your homework.
Describe your blog post idea – Tell the blog owner why your idea is relevant to his or her blog and why it will do well.
Provide links to your blogs – Why should the blog owner allow you to guest post? Provide a brief blogging history and experience, and provide a few links to your best blog posts.

5. Write a Killer Guest Blog Post

Got the green light for your idea? Congratulations! It’s time to write your blog post. Here are a few guest post writing tips:

Keep the word count within reasonable limits. Blog posts typically range from 200 – 500 words.
Use proper grammar and spelling.
Include a few links to your site and within the blog owner’s site where relevant.
If possible, use HTML codes for formatting such as H1 or H2 tags for headings, and codes for bold, underlining, or spacing.

Guest blogging can add great credibility to your own industry experience and expertise. Apply these steps to finding and writing great guest posts.

While those to try to stuff unrelated keywords into their web pages or employ deceptive practices in their web page content will eventually find their due justice with search engines, many innocent web owners are concerned about duplicate content on their sites.

We’re here to clear the myth about duplicate content. Duplicate content is not spam. It is not a deceptive SEO practice. It is not keyword stuffing. Duplicate content is simply identical or nearly identical content found on your website or on other website domains. Duplicate content is not penalized; it is merely filtered.

What is Duplicate Content?

Say for instance that you write an SEO article and post it to your company website blog. Then you also submit your article to other article databases. Your duplicate article may be found by search engines during a routine search for keywords you included in the article. However, instead of listing each and every one of the articles found on the internet, the search engine will most likely filter out the duplicate content and list only the most pertinent link on its results page.

You may also have duplicate content on your own domain under different URLs. If at all possible, see that each of your web pages contain unique content and do not have the same full information twice.

Some third party software may be guilty of duplicating URLs, particularly WordPress. WordPress allows users to include tags and categories for the posts they create. However, multiple tags and categories in the same post can cause WordPress create multiple URLs depending which tag or category is clicked by a user.

For instance, if you write an article about dog training and tag it with keywords like “dog training” and “dog handling,” WordPress might create two separate web pages for each of those tags.

Why do Search Engines Filter Duplicate Content?

The search engines simply want to provide the most relevant and unique results for a search. Rather than list an entire results page with links to your identical article found on multiple domains, your article may be listed only once along with additional links to other relevant information. This helps give their search clients the best available information in the smallest space possible.

Search engine algorithms are sophisticated and are typically able to determine when a particular URL’s content is duplicated elsewhere. While your duplicated web content may be simply weeded out by search engines, you are safe in the knowledge that it is not a penalty against you for using spamming or other deceptive SEO techniques.

Chances are you haven’t. However, what you don’t know can hurt you, especially when speaking of your reputation.

Why an Online Reputation is so Important

A good reputation is, of course, important for your personal life, but it is often just as important for your professional life. If you are in any type of position that relies on relationships with other people then you should definitely be concerned about your online reputation.

A good example of the importance of a good online reputation is Carolyn Capalbo, a well-known REALTOR in Virginia. Carolyn Capalbo, despite her successes in the real estate industry, could not escape the fact that she shared the same name with Ashley Dupre’s mother (the infamous call girl who was involved in the sex scandal with Eliot Spitzer).

Carolyn Capalbo was now dealing with clients Googling her, only to find information (and sordid photos, mind you) of the other Carolyn Capalbo. She quickly understood that her reputation was at stake and that, simply because of search engine results, the REALTOR Carolyn Capalbo was being undermined by the other Carolyn Capalbo and the scandal that surrounded her.

What does the Internet say about you?

What are people saying about? What are people not saying about you? If someone Googles your name, what can they expect to find?

If you don’t know the answers to these questions then you owe it to yourself to discover just how important your online reputation can be. And perhaps the biggest influence when it comes to online reputations is social media networks.

The Key to a Great Online Reputation: Social Networks

Even if we don’t use them, we surely know them: Twitter, MySpace, Facebook and the like. Americans today use them to post thoughts, opinions and questions; they also use them to keep in touch with family and friends and even connect with long-lost friends and family. However, perhaps most importantly, they use them to get the word out about themselves and others.

Perhaps the best way to become engaged in the online community is to become part of it. In other words, if you can’t beat them, join them! If you notice negative comments about you online, or if there’s simply a lack of information about you, then you may want to consider actively engaging in one or more of the Internet’s most popular social networks.

Social networks give you the opportunity to engage others in your business; they allow you to provide useful information; they allow you to refute any negative words written about you or your business; and they draw a considerable amount of attention to your business.

In the end, social networks are here to stay, so it pays to become actively involved so that you, too, can build your online reputation.

Facebook does have limited visitor information you can browse through their Facebook Insights feature. However, the information is restricted to fan interaction and does not provide data about visitors.

What you need is a tool like Google Analytics that can provide you with specific and detailed demographic information about your Facebook fan page visitors. Alas, Facebook does not allow JavaScript to be added to their member pages, making Google Analytics seem out of the question.

However, by taking a few additional steps and using the free and open source Facebook Google Analytics Tracker (FBGAT), you can easily apply the Google tracking program to your Facebook fan page. Here’s how:

1. Open Your Google Analytics Account

First, you need a Google Analytics account. If you already have an account, you simply need to create a new website profile on your account for your Facebook page. If you do not have an account, opening one is easy and free.

Upon request, check the “Add Profile for New Domain,” and type in “Facebook.com” at the domain URL section. Once you have set up your new website profile, Google will provide you with a tracking code, usually two letters followed by eight digits. Google will also ask you to activate the new website, but you do not need to do this step.

2. Generate FBGAT IMG Code

Since you cannot use JavaScript on Facebook, you must add a new IMG code that Google Analytics can follow. This is easily produced by the free open source tool provided by the Web Development Company in London.

Simply enter the four required items:

Analytics Code – Enter the tracking code provided by Google.
Domain on Analytics – Enter the Facebook domain (Facebook.com).
Page Link – Simply enter a page name you will recognize on your Google Analytics account.
Page Title – You can name your tracking page.

Then click “Generate Code” and you will have a line of html that you can copy. Remember, you’ll need to generate a separate line of code for each Facebook page you want to follow.

3. Add FBGAT Code to Facebook

Facebook does allow you to customize your fan page with additional html code, but you must install the Static FBML app to your Facebook page. You can find it on the Static FBML Facebook page.

Simply click “Add to my Page.” This will add a box to your fan page where you can paste your newly created IMG code. It is suggested to add the code at the top or the bottom of existing code so you do not disturb the functionality.

Once you have pasted and saved the code, Google Analytics will automatically begin tracking your Facebook page. The html you pasted contained the tracking code that Google will follow, and you can begin reading your stats within the next 24 hours

However, many landing pages designed by web marketers are useless. They are distracting with too many images, too long for a reader to scroll through, or contain absolutely irrelevant information related to the keyword subject. Readers quickly bail and hit the “back” button.

Why do so many landing pages fail to accomplish their goal? Landing page designers fail to incorporate these important details into their capture page.

Treat Your Readers Like 4-Year-Olds

Why is this important? Like a toddler or preschool child, an internet user has a very short attention span and is easily distracted. If your landing page doesn’t satisfy a reader’s curiosity and answer direct questions right away, you can kiss that customer goodbye. Your job is to grab their attention and keep them focused through your entire landing page spiel.

Keep Landing Pages Short

You have probably ended up on a landing page at one time that contains about a book-length of text all on one page. Lengthy sales copy may work for mail advertisements, but with internet users you must get to the point quickly. Don’t include so much text that it takes forever to scroll through. Instead, write concise text copy that the reader will have an easy time completing in less than a minute.

Write Simple Sentence Blocks

Internet readers have an easier time reading text that is in short sentences and is in narrow columns. Don’t let your text read across the entire screen. Make sure your text blocks are in 2 or 3 inch columns for easy reading, and include only 2 to 3 sentences per paragraph.

Avoid Image Distractions

It is tempting to include a variety of images on a landing page to keep it interesting, but it usually ends up distracting. Use simple text navigation. Include only a few images or photos that are absolutely pertinent to your landing page subject.

Build Trust with Readers

Since landing pages are usually from advertising links, readers are automatically skeptical. Try to build trust right away with your readers. Include brief customer testimonials. Display your professional logo. Showcase awards and certifications. Write a brief “About Us” bio on your landing page, and even a privacy policy to ensure the reader their information is valuable and can be trusted with you.

Give a Clear Call to Action

Many landing pages fail because they simply do not tell the reader what to do. Make it clear to the reader as you guide them through your landing page of what action they must take to receive the benefits of your offering. Include prominent links. Highlight text with instructions, and provide obvious blank information forms. Your readers will more likely respond when they know exactly what to do.

You also know the importance of spreading your expertise and getting additional publicity outside your own blog. You can do this by writing for other blogs as a guest poster, regular contributor, or even as a staff writer. But getting the attention of blogs you would like to work with is not always easy.

If you find a list of blogs that look great for your expertise and experience and want to contribute to their property, it is important that you take the right steps to approach them. Here are a few tips.

Determine if They are Accepting Contributions

You may be able to contact a blog owner directly through a “call for submission” link. Many blogs offer guest writing positions and guest blog posts from others. Check the blog for “contributions” links that explain their process, and follow their directions to the letter. If they say “no emails,” then use their own web form to submit your idea. If they want writing samples and a CV, send them as directed.

Ask the Blog Owner for Advice

One of the best ways to get the attention of a prominent blogger is to simply ask for advice. Contact the blogger and say how much you respect their opinion on certain subjects. Ask a question or advice on your own blog. Forming this relationship could benefit you in the future as a guest blogger or writer.

Write Your Own Posts about the Blog

Make mention and include links to your chosen blog(s) in your own blog posts. It is quite possible they check their stats for referral traffic and will find your blog. If you do this, be sure to say positive things about the blog and the blog owner. Write a post that highlights a topic posted by the other blogger. Mention the expertise of the other blogger in your posts. If possible, even try to conduct an interview with the blogger and write a complimentary blog post. Indeed, brown nosing can be a great tool for your blogging.

Research Alternative Contact Info

A blog owner may include only a web form submission contact form. But surely they have an alternate email or other contact, right?

Perform searches through Google about the web owner. Find out where he or she has posted previously on other blogs and websites and whether there is an email contact at the end of the post.

You might also research the blog company if it is registered through a state’s business registry. A postal address may be gleaned from this research where you can send a personal letter addressing your interest in the blog.

Getting another blogger’s attention can be done. You just have to find ways to sift through the clutter of everyone else’s comments and avoid getting lost in the inbox.

Generating an Effective Campaign

Part of an effective public relations campaign is getting members of the media, both online and off, interested in your story. And when a journalist is interested where do they go for information? The first thing they will do is check the press center URL you provide in a press release. They will also most likely perform a Google search, or perform other major search engine research on your company. What will they find?

Your first job in managing media relations is to make their job easy. If they are looking for additional information on your company, they should have no problem finding SEO content through an internet search, and finding a contact for you or your media person at your company.

Social Media Enhances Results

Do you have social media accounts that journalists can search for? You should. A social media site is a great place for a journalist or press member to gather additional information. Simply searching a popular social site like Facebook, Twitter, and LinkedIn can turn up your account. Use those social media accounts wisely. Provide strategic status updates. Provide links to your website and other important sites about your company. A journalist who finds interesting information from a social media site will also likely include a link to your page in their story or blog. So as you can see, keeping an updated social media page can help both your media relations, and potentially gain more traffic through the press.

Journalists often don’t have time to set up full interviews or perform a lot of research. In the case of a tight deadline, they are likely to perform quick Google searches about topics they are writing about. You should make sure that if your business or company is within their topic range, your information should show up on search results.

Remember to keep your website content optimized for internet searches. Any blog updates you post should also be written with specific keywords in mind that pertain to your business and industry. A journalist doing a quick search for “antique book experts” should be able to find you and your website if that is your industry.

And lastly, in addition to all your own PR campaigns, you must have an updated press center on your website. A press center is a web page that contains links to all your company press releases, news stories, and links to your social media sites as well. Keeping this page updated will make it much easier for journalists and other press to get the information they need, and find a contact for further information.

How is this good news for your business? If you have been faithful in creating social media pages and building a fan base of followers, your SEO status updates can now be found on search results. This could ultimately boost your business revenue by directing more traffic to your social pages and business website.

Google is the world’s largest real-time search engine. Combined with the world’s largest social platform, Google now has access to millions of bits of the hottest information that can be featured on query results. Will your business be one of them?

Keep Your Facebook Public

One of the restrictions in the Facebook search feature is that Google will only browse status updates that are ‘public’. That means if you restrict your business page to fans only, or friends of fans, your status updates will not ever show up in Google Searches.

You must verify that the privacy setting on your Facebook page is set to ‘public’ so that anyone can see your updates, and Google will have access to search your updates to determine a ranking in their search results.

Since Google’s announcement of Facebook search results, there have not been very many showing up on results pages. However, it has only been a few weeks, and with so many millions of businesses using Facebook, it is likely that they will soon be featured prominently.

Get Onboard Facebook Now

If you don’t have a Facebook page for your business, now is the time to do it. Setting up a business page is free. Once you have written and posted your business profile, you can begin acquiring “fans” who follow your status updates. You can upload photos, videos, and post links to your website and other pertinent sites that might be of interest to your fans.

One thing you must be careful of in using your Facebook business page is promotions. Though you can update your status with links to your website and tell your fans of current sales and other happenings, Facebook puts heavy restrictions on using their platform as a promotional tool. That means using Facebook to administer promotional activities like contests, competitions, or sweepstakes. Be sure to get written approval from a Facebook account rep before administering any Facebook promotion.

Social media has been growing in popularity as a business marketing tool. And many bloggers and online marketing specialists have touted its benefits. Now with a search engine feature built into the popular social platforms, you have no excuse to avoid a social site like Facebook, especially if SEO is part of your online promotional strategy.

Promote On Your Own Business Website

Your own official business website is the first logical place to promote your business blog. Utilize space on your front or landing page where you can link to your business blog.

At minimum, you should include a link to your blog on your business website’s navigation bar. If you want to promote your blog to your website visitors, save some space on your front page to include a short RSS feed of your blog where readers can read the latest headline and the first few sentences. They would need to click on the “more” link to read the full article.

Use Catchy or “Sticky” Headlines

Your blog post headlines, like any copywriting headline, accounts for about 90% of whether a reader will continue reading the full blog post. Attract readers by writing catchy and attractive headlines that sparks the curiosity of readers. For instance, headlines that might resonate with a potential readers could include, “The 5 Worst Mutual Funds”, “10 Sure-Fire Ways to Boost Revenue”, or even use celebrity names like, “3 Ways Cesar Milan, the ‘Dog Whisperer’, Can Help You Control Your Pets.”

Utilize Social Media

Building your social media platform has benefits for your business blog as well. If you have been following strategies to gather ‘friends’ and ‘followers’ via social media sites such as Facebook and Twitter, you can promote your business blog with quick status updates. Tell your followers that a new blog post is up. Use your catchy headlines to attract readers to view more. And always include a link to your blog. If you must shorten it, use link reducing generators like http://bit.ly or http://shorturl.com.

Include Other Popular Industry Blogs

Your business blog is another cog in the industry blog wheel. Get involved with the momentum by linking to other informational blog posts, writing posts about another controversial or helpful blog post, or even do an interview with a popular blogger in your industry.

Use Print Material

Don’t forget to promote your business blog offline as well. Print your business blog URL on all your marketing material, including business cards, letterhead, and especially any sales letters and brochures. You should also include your business blog URL on any press releases you send out. And encourage your employees to include a business blog link or URL at the bottom ‘signature’ of every email that gets sent from your company.

Your business blog promotional tactics are the steps you will take to build your blog readership. The key to gaining readership is persistence in promoting your blog. The more ‘buzz’ you can generate to get the word out about your business blog, the more readers you will gain.