CyberAlert’s Favorite Online PR & Marketing Resources

CyberAlert's favorite online resourcesAt one time not long ago, public relations and marketing professionals read printed industry periodicals such as O’Dwyer’s and PR Week along with mainstream publications like The Wall Street Journal or New York Times.

With the rise of the Internet and user-friendly blogging platforms like WordPress, PR and marketing professionals have access to a wider spectrum of publications and can easily spread their views in their own publications or blogs.

Indeed, some of the most thought-provoking commentary comes from independent bloggers who are experts in their fields. In addition, blogging has proven to be a valuable strategy for many PR pros and marketers and an important way to attract website visitors and build reputations as authorities.

Most PR and marketing professionals have their personal list of favorite industry blogs and online publications. Continue reading

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How the Type of PR Crisis Determines the Response

Subway severed its relationship with its pitchman, Jared Fogle, after the FBI searched his home, stopping a potential PR crisis. Photo credit: Examiner.com

No organization, whether private or public, corporation or nonprofit, small or large, is immune to the devastating impact of a public relations crisis. Preparing for the different categories of crisis can help organizations survive.

In part one of this series, we defined the different categories of PR crises. In this post, we’ll delve into responses to those types of crisis.

The two main types of crises are expected and not expected. Those two main categories can be divided into the subcategories of accidents/disasters, service or staff snafus, scandals/shenanigans and antagonistic attacks. Continue reading

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Sentiment Analysis Software vs. Human Analysts for Media Measurement

automated sentiment analysis

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Automated sentiment analysis software that grades news articles and social media posts as positive, negative or neutral is becoming more popular in media measurement for public relations and marketing. Investors and stock analysts also use the automated sentiment analysis programs to analyze perceptions about the overall stock market or a particular stock. Political campaigns rely on sentiment analysis to evaluate public reaction to candidates’ positions on issues.

In rating public perception of companies and brands, sentiment analysis offers many benefits. Analyzing trends in consumer sentiment helps brands gauge the impact of their PR and marketing campaigns. Declining sentiment can signal the need to revamp the product or its PR and marketing strategy.

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12 Common User Experience Mistakes that Sink Conversions

common user experience mistakesMost websites fail to deliver a successful user experience. They fail to obtain visitors’ interest, encourage them through the sales funnel and complete conversions. They are difficult to navigate, generally unappealing for a number of reasons. 

The good news is that most websites tend to fail for the same reasons. By avoiding common user experience (UX) mistakes, business owners and marketers can improve their customers’ experience and increase conversions.

Brian Lewis, director of optimization at SiteTuners, outlined The Deadly Dozen: 12 common UX Mistakes that Kill Conversions in a SEMRush webinar. Continue reading

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Brands Struggle to Measure Social Media Marketing

Photo credit: Dolina Wiedzy via Wikipedia

Companies continue to struggle to measure the value of their social media programs, despite increasingly sophisticated measurement tactics and data technology. Measuring ROI is the biggest challenge social media marketers face, according to a survey by TrustRadius, a business software review site.

Many marketers generally turn to vanity metrics, such as likes and followers to measure success. While easy to report, those metrics can be difficult to link to business objectives. One survey respondent admitted the company lacks definable goals and has not monetized social media. The organization is active on social media simply “because it seems like a bad idea not to be.” Continue reading

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Is PR Losing to SEO Agencies in the Content Marketing and Media Relations?

PR vs SEO agencies

Photo credit: freedigitalphotos.net

Google’s repeated search engine algorithm changes were supposed to squash search engine optimization (SEO). Some observers even predicted the death of SEO. PR would become the new SEO, they said.

Google sought to end black hat SEO tricks that artificially improved search results. The search algorithm changes emphasized the “natural” links from high-quality websites. Updates to its search algorithm, including the Panda update in 2011 and the Penguin update in 2012, were largely successful. However, instead of going extinct SEO agencies evolved – and did so quickly. Continue reading

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6 Benefits of Social Media Listening in Pharma and Biotech

Pharma social media listening benefitsMore pharmaceutical and biotech companies are employing comprehensive social media listening to access the world’s largest focus group. They are learning that monitoring social media can transform the millions of posts by patients and caregivers into valuable insights that can form the basis for a successful marketing strategy.

In addition, social media monitoring can help the companies develop and launch products, maintain market share and identify for side effects of drugs. Likewise, companies in other industries are using social media listening to improve products, respond to customer questions and complaints, and spot and resolve emerging issues before they grow into full blown public relations crises. Continue reading

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