A key function of PR has always been about reputation management, but getting that done has required an ever-evolving set of skills for communications pros as we’ve moved away from news as an event and witnessed the growth of social and search. One of the key aspects of a PR pro’s job for the past decade has been understanding how to optimize content for SEO. After we all got familiar with keyword bibles for our press releases, we started hearing about Social Media Optimization (SMO) and had to tweak our skill set once again. (For a great roundup of SMO resources and key strategies, check out this post from Steve Rayson on Social Media Today.)
It’s now time to add to that skill set again: AirPR, a PR measurement software company I’ve written about before, has released a paper that explores the next generation of SEO, which they have deemed NEO™ or “News Engine Optimization.”
So what is NEO? NEO leverages the power of search to give you insights into what key “soundbytes” are being embraced and amplified by media and influencers on the web and in the social sphere.
Authority and influence are measurements of the trust and resonance an author has found with a community. With the amount of content we are inundated with today, consumers trust those influencers who have developed that voice. That’s the advantage of Google Authorship – Google distinguishes and validates content from Google authors.
Basically, earned and owned media is more important than ever. But, as with SEO, we need to know what key messages are working.
NEO gives organizations insights into how the media, influencers and ultimately customers are responding to and amplifying “sticky” messages: messages that can then be used to drive future marketing and public relations activities, owned media content creation and advertising campaigns.
3 things you can do today
1. Click here to read AirPR’s full white paper.
2. Set up your Google Authorship if you haven’t already.
3. Read this roundup of social media tips from the PR News Social Media Summit, including AB headline testing advice from my colleague Brandon Andersen.
What are some strategies you have to measure your brand’s authority, identify key messages and influencers and build your brand’s reputation?
Photo via Flickr
