The Small Business’ Guide to Online Reputation Management

Google will think: “If they’re mentioning [brand name], they must be good.”

Press releases also allow you to position yourself in a positive light in front of a much wider audience. And, over time, you may even start building relationships with journalists who will give

you more press exposure—especially when 100% of journalists[32] said press releases are the number one way they find stories to print.

Writing an effective press release[33] is an art. You’ll need to answer the five Ws (who, what, where, when, and why), then closely follow this standard structure:

  • Short headline
  • Summarise the story
  • Add context
  • Present details
  • Include a relevant quote
  • Show where people can find out more

Luckily, hiring a PR firm to write a professional press release is relatively inexpensive.

PR Fire’s[34] team of experienced journalists, for instance, can produce a press release for you for as little as £50 plus VAT. Similarly, PressPort’s services start at £55 per press release[35].

But the best thing about getting a PR firm to handle press releases is that the price usually includes distribution. This means the firm will use its network of contacts to get you in front of the right people. This is invaluable.

As Buzzfeed’s John Perlman put it:
“Content is king, but distribution is queen and she wears the pants. It’s not nearly enough to create a good piece of content. You have to understand how content spreads across the web.”[36]

5. Make your social media accounts work harder

Almost half of the world’s population[37] is now on social media. But are you making the most of your social profiles when it comes to building your online reputation?

Social media profiles tend to rank high in search engine results. For example: If we search “Nike”, their Twitter profile outranks their profiles on other big-name retailers—along with Wikipedia:

Your social media accounts also have other benefits.

Firstly, they can give your website’s rankings a boost. This is because, amongst other factors, Google’s algorithm looks for brand signals[38]—including the quality and popularity of your social media profiles—to work out how well your brand name should rank.

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