November 6, 2012

Are you using updated keywords for your business?

Or, why your keywords suck and are outdated

Chris AbrahamYou probably built your website years ago. You’ve probably never updated your CV, just added your latest jobs and clients to the top. Your corporate bio, what you do, your products and services were probably written back either when your company opened, when you ported your brochures to the web, or the last time you did a major revision. Like I said, probably years ago.

Why does this matter?

If you don’t add the exact, literal titles, subjects, hashtags, and keywords people are using to find you and your services, then you won’t be found at all

Language evolves very rapidly, and how it evolves has little or nothing to do with what you call yourself, how you describe your products and services, or the keywords you have locked and loaded into your tweets, your websites, your hashtags, your textual links, your Google AdWords contextual ad campaigns, your Facebook ad programs and Twitter promoted tweets.

If you don’t refer to your services in the same way that others do, you’ll be surprisingly invisible when it comes to your prospects finding you on the Internet. If you don’t add the exact, literal titles, subjects, hashtags, and keywords that people are using to find you and your valuable services, then you won’t be found at all. Continue reading

September 15, 2011

Why are you so afraid of engaging bloggers?

Tips for how your agency or firm should do outreach the right way

http://milkandcuddles.com/wp-content/uploads/2010/12/Rosie_The_Blogger.jpgChris AbrahamUnlike a few years ago, today everyone at least pays lip service to reaching out to bloggers, the same way that PR people have always reached out to mainstream media. That’s what my company, Abraham-Harrison, does and lots of other companies try to do it, too. But I am still surprised that many companies don’t do blogger outreach, even today. My conclusion is that what is holding them back is fear. Simply put, blogger outreach is scary.

And it’s not a completely irrational fear. It is true that bloggers are unpredictable and we all know, thanks to posts by the Consumerist and the Bad Pitch Blog, that one false move and you’re public mincemeat. Publicly shamed, drawn, quartered and, finally, drummed out of the corps.

We all know this, except that it isn’t so. The biggest faux pas that most agencies commit when they test the waters with blogger outreach has less to do with the natural meanness of the bloggers  and more to do with the behavior of the agencies. In many cases, the bad experiences that many agencies blame on the rudeness of the blogger is square on the agency’s shoulders.

It is a case of the abuser blaming the victim, the blogger.

In truth, the blogger often has no context for a PR outreach, has never been part of the publicity machine, and often doesn’t know what’s expected, what proper and improper behavior is, and most often is just behaving naturally and not part of some insidious cabal aimed at defaming you or your brand or your personal reputation. Continue reading

October 12, 2009

How to make news in the digital era

http://www.davidhenderson.com/wp-content/uploads/2009/09/digital-era-cover-289x450.pngChris AbrahamIn a world in which everyone seems to be a chicken little speaking of the end of traditional journalism, PR and advertising, there are very few people who are working toward guiding the industry toward success in new new media. Some interesting books about “what’s next” that I am reading are The Chaos Scenario by Bob Garfield and Free: The Future of a Radical Price by Chris Anderson. Add to this list David Henderson’s new book, Making News in the Digital Era, a book that is part analysis, part briefing, and part pathfinder, explicitly guiding readers through the very confusing social media landscape.

In the 170 pages of Making News in the Digital Era, David E. Henderson personally walks his readers safely through the mine field that is new communications, digital PR, and social media marketing. Essential reading.

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August 19, 2009

I would have appreciated an apology

Chris AbrahamThis morning at 8:42 AM Eastern, Beth Brody sent out an email titled, “[Digitalbrand] New Social Media Marketing for Small Business e-book.”

Don’t get me wrong, I receive — and send — so many of these email pitches as a blogger and the president of a digital PR firm — and this was like any other — except for three important mistakes:

1) Brody spammed a list of hundreds of social media, marketing, advertising, and PR A-list bloggers and journalists

2) she sent out the pitch as an open CC email, so every single recipient of the list could a) see each-other b) reply-all and

3) Beth Brody or someone from Brody PR has yet (at 1:52 PM Eastern) to apologize via the “Open CC” email list, via Twitter, via personal email, via a blog post, via post, or even phone!

Learn more by checking out Twitter search and the recent blog posts by Jennifer Leggio for ZDNet‘s Social Business, Public relations fail: A lesson and a rant, and Ken Wheaton’s ADAGES, PR, E-Mail, Social Media: FAIL.

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July 19, 2009

Go to Bad Pitch Night School

Chris AbrahamDigital PR rockstars Kevin Dugan and Richard Laermer are increasing their Bad Pitch Blog efforts and having a tele-seminar for anyone who needs to improve their approach to media  relations — and by default social media. They obviously don’t see me, Maestro Abraham, as an attendee, but they thought you guys might be interested.

It’s called Bad Pitch Night School (During The Day). More details are at http://crappypr.com and it’s on Wednesday, July 29, from 1 to  2 pm Eastern time.

They’re giving out 10 free scholarships to some folks between jobs and to some students as well. And every registrant receives a free electronic copy of “Full Frontal PR,” which doesn’t suck.

February 27, 2009

Sage advice to the future of PR

Chris AbrahamEarlier this week, I guest lectured on digital PR at the American University and reported on the experience, Public Relations and Communications’ Future is Bright!. I said that I would not write anything nice unless someone sent me a thoughtful email from the class.

Well, I received two nice notes, one from Juliana Serafini (who promises to email me again next week) and one from Kari Elam, who had a lot of great question.  I will not expose her questions, but the long story short is that Kari is writing for music, culture, arts, and society blogs and wonders if that it good enough as a way of writing herself into a smashing agency job in PR and I told her that while it couldn’t hurt, it is also essential for her to go a little further. Well, here is the ’sage’ advice I give to Kari:

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