PR can drive web results, just like advertising, social media and other endeavors. It's all a part of the right marketing mix. In fact, it's actually one of the best ways that PR can make an immediate, and traceable, impact on your company or organization's communications efforts. Each PR tactic you undertake—from pitching a story to media to pursuing speaking opportunities—can lead people to find out accurate information. It also can lead to immediate decisions. 

How many of us have read a story in a newspaper or magazine—and then immediately Googled the product we saw? I know I have (tactic used: media relations). Think about the last time you listened to someone speak well about an issue you cared about. Did you not go look up their organization and consider a donation or membership (tactic used: speaker's bureau)?

So which PR tactics should you consider? Each of the following could be a part of your plan: 

• Targeted media relations. Before you pitch an idea to any reporter, you should know what they write about and why your company/organization is worth their time. But when you find the right outlet, a reporter who "gets" it, and a product, service or human-interest story worth telling, the result can be beautiful—both online and offline. 
• Researched blogger outreach. People who write blogs want to share information—but like reporters they prefer to talk about things that are relevant to their content area of coverage. If you come across a blog talking about a subject you have an answer to (such as a product or service solution), you should be able to pitch them on a future blog post mention. If they decide to write about your company/organization, chances are they will link directly to your site.
• Informative e-Newsletters. Although not strictly a PR function, e-Newsletters are ideal for communicating directly to interested parties (persons who have opted-in to receive them). A monthly or quarterly e-Newsletter sets you up to deliver relevant content right to consumers. If you use imbedded URLs, you can lead readers to additional information on your site. 
• Speaking opportunities. Qualified speakers are often welcome at organizational events around town. Prepare a great presentation on a topic of interest in your field, and be sure to inform people about the need that your product or service solves. Don't oversell them—but lead them to your website for information on why you and your company may be a good solution to their problem. Those who are really interested will look you up.

The above suggestions are only a few web-driving ideas that you can consider that are grounded in public relations. But whatever marketing ideas you choose to try, keeping public relations as a part of the mix can help your company or organization taste online success as well. 

Continue reading: How to Use Email to Increase Web Traffic
View all: "Driving More Traffic to Your Website" blog series

I'm all about the dictionary. Give me a word or phrase that you don't know (and perhaps I don't know) and soon after you'll find me trying to define it or find a synonym for it. VisualThesaurus.com happens to be my online dictionary of choice these days, but I can bet you've used a website like Dictionary.com or Merriam-Webster.com to check out a definition in the past. We're all becoming masters of new subjects because it is so easy for us to look up the original or best current definition.

Try looking up "public relations" (or "PR") sometime. Even though it is part of marketing, and a core competency for any communicator, public relations is a field (and a term) that is often misunderstood. In fact, PR has come to mean just about anything these days. For some people, it means what we should call "publicity," or trying to raise awareness through news outlets (also known as media relations). For others, PR is a catch-all phrase for goodwill between a company or organization and its customers, clients and/or members, so all interactions are meant to be classified as "good PR." Others are convinced that PR is a sporadically-used tool, only helping to combat negative opinions or "spin" situations around so the truth is better perceived by audiences. (This definition, in particular, should be removed from any marketer's vocabulary.

None of those hit the mark, really—especially if PR is only regarded as a way to "fix" behavior.

Here's the problem with relying on those types of definitions: PR is about a relationship, first and foremost. The one that exists between your brand and the people who know you, have heard of you and are yet to even hear of you. PR should be focused on the company or organization you are now, and about communicating who you want to be with everyone who comes in contact with you. And, just like any healthy person-to-person relationship, you keep on working at it by communicating well and often. 

You might be interested to learn that the Public Relations Society of America (PRSA) recently sought to find a modern definition of PR, and released this updated understanding of the phrase on March 1, 2012: "Public relations is a strategic communications process that builds mutually beneficial relationships between organizations and their publics." Most of us in the industry are pleased with the direction of the description because we understand that PR is a constant endeavor that involves planning to communicate well with others, executing on that plan, listening to the feedback received and giving that feedback high consideration as you make company decisions.

Whether you choose to engage the media (publicity/media relations), or increase knowledge about your company through event outreach, public relations activities can set you up to reap benefits. And that kind of return on investment rarely requires further explanation. 

Last week, I wrote a blog posting about how students could prepare themselves to graduate and move into the job world.  I advised talking to mom’s tennis partner and writing real, pen-and-ink notes to people you meet along the way.

As I drove into work, I got to thinking that this was sound advice for all the professionals I know, as well.  

Several companies that we do business with have had layoffs recently.  People I worked with every week were suddenly unemployed. And I wanted to help…. Because if the shoe were on the other foot, I’d hope someone would help me, as well.

So I started working my network.  I called people, made introductions and know at least a couple of these people are employed once again.  The good feelings are far better than any monetary reward (although a sushi lunch MIGHT be exchanged in one instance!)

Networking doesn’t mean calling everyone you know when you need a new job (although people do that). It doesn’t mean seeing who can collect the most business cards at a chamber function.

Merriam-Webster defines networking as:

the exchange of information or services among individuals, groups, or institutions; specifically : the cultivation of productive relationships for employment or business

I define it as following the Golden Rule. It’s being friendly. It’s being helpful.  It’s making introductions and sharing advice.  It’s good Karma.  It’s not hard and it’s not scary.

Networking starts long before a job search, and you probably don't even realize you are doing it.  Join a professional organization, volunteer at church, participate in a community fundraiser.  You’ll meet like-minded individuals who can enrich you both personally and professionally.  

And if you are REALLY good at it, perhaps a sushi lunch!

It seems like every other day, another bank fails or is recording record losses. Same thing with car companies - GM and other US carmakers are suffering.

Why? They've lost their ability to be quick and nimble.

Regional banks today are showing huge growth, and the Balcom Agency is, too. Why? Because we offer an affordable, close-to-home solution for most everything a client could need. We don't have a highrise with our name on it, fancy offices (although our cubes are world famous) or complicated levels of management. When you hire the Balcom Agency, you've hired a dedicated team to your project.

A group of four people is a lot easier to manage than a group of a hundred (and a lot cheaper).

I'm a huge fan of Seth Godin and his Tribes book. He talks about everyone being a heritic. I'm sure our PR people would put it differently, but the Balcom Agency is a bunch of heritics - questining the process, looking for efficency and a better way of doing everything. That's what big business is missing out on, and what we have to offer.

This week we changed the way we handle projects. We're moving to almost a completly paper-less system that allows us to work more efficiently. You don't see banks (or large agencies) making such large changes so quickly. This process will save us hundreds (if not thousands) of dollars a year in paper. That's not even to mention the increased productivity.

We're able to adapt and change, that's what keeps us nimble, fit and ready to attack.

Photo from: http://www.flickr.com/photos/ari/2347593532/