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The main goal of both PR and SEO is to raise awareness of a brand and direct the flow of public conversation about this brand in a positive direction. This is maintained by getting the right quotes in print here or making sure you have the right spots in the search engines there. When someone looks for your brand name or comes across it in the media, you want to be at the forefront of that discussion, getting the right messaging across.
Sometimes the discussion is not always under control. Negative coverage can quickly taint a brand name and mar the hard-gained effects of PR work. One story often leads to many more and something as small as a misquote can quickly get out of hand. This is where defensive branding comes in. This involves knowing how to pitch a story so that the resulting article portrays the brand in a positive light. It includes taking proactive measures to ensure that bad press does not spread. It means working hard to correct any errors and clear up any misconceptions of the brand in question. PR is all about working with the press on whatever is needed for the brand, be it to garner interest or conduct damage control.
The Internet and the blogosphere have opened up a whole new avenue of websites that can both sing your praises or voice concerns. This flow of communication needs to be closely monitored. It can be great as a source of feedback and consumer endorsement, but it can also be a place for upset customers to vent or for competitors to spread negative reviews. Customer issues can be addressed and fixed, leading to better online discussions, but other bad press may be harder to manage. When a potential customer googles your name, make sure your website and your messaging is the first thing on the search results. This does not just apply to the paid keywords but the natural results as well. By optimizing your content, you can get your messaging into the key positions, pushing unwanted results off of the first page, where they are less likely to be found.
Connors can help with defensive branding in both your public relations and natural search optimization endeavors. We will work with you to form comprehensive crisis management plans and minimize any negative press or websites. This will give you the opportunity to bring your message to consumers first.
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