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One of the primary reasons Connors Communications consistently separates itself from other PR agencies and in-house communications professionals is our ability to grasp and immediately understand the impact of the latest technologies and their benefits. This includes new methodologies and marketing tools that help us better position our clients in the marketplace. An example of this is our unique ability to elevate our clients' visibility on the Web via search engine optimization, also referred to as SEO, which is proving to be an essential element of our effective PR strategies.
SEO adds a new dimension to PR because these days virtually anyone looking for a product or service is very likely to begin their search on the Web. In fact, according to a recent Forbes.com survey 54 percent of high-level executives use the Web for research. Whether these are company executives looking for business solutions, journalists looking for more information to complete their story, or consumers, the Internet is often the first place they turn. It is the new phone book, referral guide, encyclopedia, and everything in between! This means, it is not only important to exist on the Web, but also to be within convenient "reach". The general rule is that browsers will dig deeper on the companies listed within the first page of their search results. This is where Connors Communications comes in ... in addition to a successful history of delivering high profile print and broadcast editorial coverage for its clients; we also offer an important service that optimizes a company's ranking within relevant search engine results.
At Connors, we believe it is imperative to realize the full potential of the Internet as a marketing opportunity and to utilize this resource as it falls under the realm of PR. Many people will look at a company's Web site and public relations endeavors as two different entities, but from our view these elements are inseparable. Both can help a company meet sales and business objectives; both can add to customer traffic; and together they can achieve greater results than each on its own. Therefore, there is tremendous advantage to having both activities executed by the same, coordinated source, which creates a unity in messaging to a targeted audience for PR and SEO that is not found anywhere else ... except here at Connors.
SEO is of value because a higher search engine ranking adds awareness and elevates the perception of market position for companies on and off-line. At Connors Communications, we recognize the power of combining the two in a PR plan. This does not involve simply creating search engine fodder, such as with most current strategies that populate the Internet with too much content that makes it difficult to separate the useful from the unreliable.
Not everyone understands the value or has the ability and tools to successfully merge PR with SEO. Obviously, the Internet has proven to be a giant step in the evolution of PR, as more methods of communication become available and new ways to reach an intended audience evolve. The result is that creative and effective PR campaigns must leverage all aspects of media, including the Internet to optimize how key messages are communicated. Connors Communications understands this and is equipped to offer services in these areas. It is this commitment to the "big picture" that separates us from other "traditional" PR firms, and allows Connors Communications to provide truly comprehensive and effective PR programs.
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