2012 was a big year for Fahrenheit Marketing—for one we started our online public relations service. To learn more about why we began a focus on online PR, we asked our Public Relations Specialist Julianne Coyne to tell us more about it.
What is online PR?
We use the term online PR to describe the intersection of public relations and search engine optimization. The biggest part of this is writing news releases that are syndicated across hundreds of websites, including Yahoo! News, the San Antonio Express News, the Houston Chronicle and more.
Our online PR services also include monitoring every online mention of our clients, tracking sentiment and watching for opportunities for our clients to comment on stories written by reporters and bloggers throughout the United States.
How does online PR help our clients?
Online PR does so much for our clients:
- Our news releases help spread the positive news that our clients have to share.
- By syndicating newsworthy content that people want to read, we create powerful backlinks that boost our clients’ sites in search results.
- When a potential client is searching for our client — whether by using the client’s name or by searching for a more generic term like “Austin personal injury attorney” — these news releases can show up in the search results and help our clients land more customers.
- By monitoring the mentions of our clients’ names, we’re able to detect any potential public relations problems before they begin.
What kind of things do you write about for our clients?
It’s something new every day. In the past few weeks, I’ve written about:
- Specials our clients are offering
- Lawsuits our clients have filed, settled or won
- The $50,000 Web design grant Fahrenheit is offering to one lucky Austin charity
- The charitable contributions of one of our clients
- The launch of a client’s new website
And so much more. We produce around 30 news releases each month for our clients. When a client has news to share, I’ll write about it.
Do you have any PR client success stories to share?
Our news releases almost always feel like a success to me. I’m constantly checking the reports that our syndication service provides to us, and it’s rewarding to see how many people read the releases that I’ve written. Usually, readers click the links in the news release and contact our clients through their websites, but about once a month a reader sees my phone number and calls me to learn more or schedule an appointment. It always makes me happy to know when something I wrote stirred someone to action.
Earlier this year, one of our clients, Carl Barry of the Barry Law Group, filed a lawsuit against a drunk driver and the two bars that allegedly over-served her before she got in her car and struck a 13-year-old girl. He and his partner, Brett Burlison, asked me for help earning media coverage of this case.
A few different local news outlets covered the case, and a video of the story Fox 7 aired is on the Barry Law Group website right now. It felt great to know that the time I spent contacting media outlets helped them tell their client’s story.