Page 106 - DLIS102_LIBRARY_AND_ITS_USERS

Unit 14: Public Relation and Marketing

documenting the Internet’s content) cannot “see” images, having a great picture on a Notes
website might not do much to help your customers find you. It may help to make their
visit more pleasant once they get to your site, but in order to increase your chances of
being found in a search engine results page, save your image with the same keyword-
rich title you give the webpage or blog post. This will help search engine spiders to see
the importance of your image and also help to increase the search engine results that
your blog post or website appear in.
3. Use multiple vehicles to share your information and content. This means creating videos,
blog posts, and audio recordings to share your information. With people learning in
different ways, a blog post may become more interesting for someone who prefers to
hear someone talk rather than read themselves. Creating multiple methods for people to
“hear” you can greatly improve your chances of reaching more people.
4. Share your content. Use Twitter, Facebook, LinkedIn, RSS feeds, etc., to share when your
blog is updated or when you add a new video resource. This can also increase your
reach. Your target audiences may be on different platforms or different social media sites
so use all that are applicable and relevant. Moreover, RSS feeds may be useful to readers
who read all of their favorite blogs that way.

Overall, remember that your audiences are unique and may have different search
methods or preferred methods of consuming content. Make as much available as
possible, and incorporate SEO (search engine optimization) tactics (using keywords
customers search for) into your website content to increase your chances of being
found.

Self Assessment

State whether the following statements are true or false:
5. PR can be used to provide customers with more in depth information about products and
services.
6. A positive article in a newspaper, on a TV news show or mentioned on the Internet, often
results in a discernable increase in product sales.

14.5 Summary

• The public relation is “the art and social science of analyzing trends, predicting their conse-
quences, counseling organizational leaders, and implementing planned programs of action,
which will serve both the organization and the public interest.”
• An another definition is the practice of managing communication between an organization
and its publics.
• Public relations provides an organization or individual exposure to their audiences using
topics of public interest and news items that provide a third-party endorsement and do not
direct payment.
• Common activities include speaking at conferences, working with the media, crisis commu-
nications, social media engagement, and employee communication.

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