As a full-service agency, Rubenstein Public Relations offers a comprehensive range of public relations techniques to help our clients maximize the benefits of their communications programs.
The Internet has become one of the most important tools for building brands and reaching target audiences. We place a strong emphasis on building and shaping our clients’ Internet profiles and offer an array of services to develop positive brand exposure. These include:
Search Engine Optimization (SEO): To gain a competitive edge in the marketplace, companies are increasingly focused on influencing the organic search to push their websites to the top of search engines. We work with clients to develop a list of keywords that are most closely associated with their product or service. These words are then embedded into press releases, Web copy and other materials, adding to the weight and volume ascribed to the company or brand. Other tactics we use to help improve our clients’ position on search engines include: disseminating optimized press releases through paid-for channels, posting on bookmarking sites and building in-bound and out-bound links to online content and Web sites, among other tactics.
Online Reputation Management (ORM): A single piece of negative online coverage has the power to significantly impact a company or brand, exponentially longer than “traditional” media sources. We frequently assist clients to diminish the presence of negative online exposure through online reputation management programs. These programs necessitate many of the same tactics we use in traditional SEO programs. In addition, we work with clients’ attorneys in persuading editors to remove misleading or factually incorrect materials from a Web site’s archives. We also assist with the development of philanthropic initiatives to build a more positive image of the company or brand.
Social Media Marketing: Web 2.0 platforms including social media and multi-media sharing sites allow companies to communicate directly with target audiences. RPR assists clients in creating profiles or fan pages for their companies on popular search engines such as Facebook and Linked-In. We also help implement viral promotions to keep fans and followers connected and engaged, and frequently post photos and videos to multi-media sharing sites such as YouTube and Instagram.
Blogs: RPR designs and develops regular content for client blogs, which can be hosted either directly through the company website or on an outside portal. We then optimize blog posts for SEO purposes.
WebSite Architecture: To enhance client websites and make them more navigable to search engine spiders, we provide guidance on architecture improvements, layout and design. Features we add typically include site maps and bread crumbs. We also create primary headings for each page on the site, adding font attributes such as italic and bold to further increase visibility on search engines.
Web-Based Pitching: Online media is a broad category that encompasses Internet-only news sites and blogs, as well as online sites connected to traditional print and broadcast outlets. Websites and blogs that are online companions to a traditional media outlet typically contain original, online-only content, in addition to stories repurposed for the Web. We have strong relationships with these writers and editors, and regularly secure coverage for our clients in a wide range of Internet-only and companion news sites and blogs.