Michelle Sullivan Communications

Hipsters, Scenesters, Artsers and SEO

CT Moore has some interesting things to say about SEO in this weekend’s blog posting, including the fact that using bold for Michelle Sullivan Communications will make Google like me even more.

To sum up his thinking, I present to you his SEO strategy recap :

So, what I’ve done for SEO here is:

  • emphasized certain keywords by emboldening them: Montrealer, hipster, geekster, and scenester (as far as I know, I just invented artser, so it doesn’t really count).
  • employed those keywords extensively throughout the body of the text
  • wrote a post that was longer, rather than short — Google love 1,000+ words, not that this post was that long, but generally, the longer, the better (more to index)
  • leveraged internal linking: that’s linking to stuff I want indexed, using anchor text and alt tags so they rank for the keywords I want them to.
  • and linked out plenty so that (1) the internal linking doesn’t look spammy, and (2) others notice that I exist and possible link me back either soon or down the line, in the long-tail, after they’ve discovered and followed me for a while

So thanks CT. And thanks to Julien, Rudy and Casey for doing whatcha do. Oh. And for helping me with my Google juice.

Now I just need to fill up this space with a longer post with, oh, say 1000+ words.

If only it weren’t so late. If only I weren’t so tired.

Shel Holtz at 3e mardi Third Tuesday Montreal Monday May 26th at 6pm. Be there.

Shel Holtz is coming to Montreal

If you’re in Montreal next Monday (May 26th), be sure to drop by 3e mardi Third Tuesday Montreal for a special session with Shel Holtz.

If you can’t make it (so sad) then feel free to leave your ‘I’ve always wanted to ask Shel this question’ questions here, in the comments of this blog, and I’ll be happy to ask them on your behalf and report back to you.

Le monde selon Reuters

Yet again, thank to CNW, I had the opportunity to participate in an interesting event yesterday, this time with Robert Melnbardis in the offices of Thompson-Reuters. Melnbardis held court, covering a variety of topics centering around the ways in which Reuters is adapting to a media world in full technological mutation.

Take-aways :

  • Reuters is working with a new platform with bells and whistles that allows its journalists to follow stories of particular interest to them
  • We need to write releases with newsy headlines, because Reuters’ automated system is programmed to pick up content and publish it as-is on the Reuters site. These early texts are revised by journalists and editors in a second phase.
  • Stock code in release headlines is important (see above).
  • Hyperlinks are available on the Reuters platform and, in fact, they are able to receive full multimedia social media press releases.
  • Many of the headlines of generated in Reuters’ India offices, so, again, be sure to specify currency, as the default for $ is USD.
  • Simplify the process : get key messaging and facts as upfront as possible to make the journalist’s job easier
  • Reuters avoids the CEO quote, as they find them vacuous, not adding anything to the story.
  • Reuters will cover local stories, but only if they have global implications. While Robert used to cover the Montreal Jazz Fest, he doesn’t have the resources anymore. He will assign reporters to the Toronto Film Festival, however, because of its economic impact. This is where deals are made.
  • Reuters is always looking for experts, so are open to pitches of this kind
  • Context is vitally important to Reuters. For this reason, they will avoid unnamed sources and will not propagate rumours. They are very careful to specify sources, as well as situating quotes and facts in time.

Interesting for those of us looking at social media and social media press releases :

  • Reuters’ system already breaks our releases into point form key messages – the social media release would save them that step while allowing us to be clear about the messaging we’re trying to communicate.
  • Reuters is a media company which also sees itself as a tech company, constantly investing in new technologies
  • Robert believes that multimedia will become increasingly useful, as Reuters prepares to launch its new editorial software in the next few months, with more video and graphics.
  • Reuters is investing in citizen journalism. At the start of the war in Iraq, Reuters had 17 journalists on the ground. Since giving cameras to locals, they can now say that they have 150 people supplying them with photo and video.

Robert’s wish list for improving relationships with PR reps :

  • be easily accessible – give him your cellphone number
  • implement a call-back policy
  • be attributable
  • be clear and transparent
  • provide context (ex: if talking about layoffs, don’t just give numbers, but explain the impact as proportion of employees, financial impact etc)

The Reuters Summit is an opportunity for PR reps to have their CEOs sit down with Reuters journalists for a one-hour Q&A session. Upcoming summit sessions include Technology, Media and Telecom, happening in NYC, Paris and Tokyo. It is possible to participate in these sessions by telephone. These are by invitation only, but pitches help get you that precious invite, so be sure Reuters has your CEO on their radar screen.

A big thanks to Robert for taking the time. I’d encourage everyone who hasn’t visited a newsroom in the last couple of years … whether they be fresh-faced or consider themselves to be experts … to sign up for a tour as soon as possible. Technology is changing the way journalists are working and we’re going to be aware of these change if we want to keep up.

Gestion des attentes

Dans un monde où Paris Hilton est la cible des paparazzis pour la moindre niaiserie, il n’est peut-être pas surprenant que nos clients, qui s’investissent corps et âme dans la réalisation de leurs projets, soient déçus quand leur nouvelle ne fait pas la Une de tous les quotidiens de la province et que le nom de leur entreprise ne monte pas aux lèvres des Derome de ce monde.

Mais leurs attentes sont parfois loin de ce qui est réalisable. Les campagnes de notoriété prennent du temps. La crédibilité ne se gagne pas du jour au lendemain.

Comment bien gérer les attentes de nos clients?

On penserait que la franchise et que la mise en garde suffirait pour calmer les ardeurs et mettre les choses en bonne perspective.

Et lorsqu’ils semblent bien comprendre mais demeurent quand même déçus quand leur nouvelle ne prend pas plus d’importance que le décès du pape au Téléjournal? (Je vous jure, ça m’est arrivé). Eh bien à ce moment là, j’avoue que je baisse les bras. Quoi dire à un client dont les attentes demeurent irréalistes? Ou, ce qui semble encore pire, se plaint d’une présence et une couverture médiatique qui aurait ravie n’importe quel autre client?

Grunig et Langdon ont peut-être une partie de la réponse. Selon Pierre Bouchard :

Scott Langdon propose de s’éloigner de l’évaluation de la production pour se concentrer sur les changements de comportements des publics ciblés. Scott utilise la formule : From output to behavioral outcome.

Si vous avez des trucs à partager pour affronter cette réalité qui semble grandissante, j’apprécierais vos commentaires.

Grunig, vu par Langdon, vu par Bouchard

Malgré nos meilleurs efforts, nous ne pouvons être partout. Voilà pourquoi je tente de partager ce que j’apprends dans les ateliers et conférences auxquels je participe ici, dans les ‘pages’ de ce blogue. Et voilà pourquoi j’apprécie ceux qui font pareil.

Pierre Bouchard nous parle cette semaine de l’atelier La pensée de Grunig, offerte par la SQPRP en collaboration avec McGill la semaine dernière. Ayant été celle à qui Elizabeth Hirst avait proposé la conférence il y a environ un an, à l’époque où j’étais toujours membre du comite du développement professionnel de la SQPRP, j’aurais bien aimé pouvoir y être, car Elizabeth en parlait avec grand enthousiasme. Heureusement, Pierre a pu être là à ma place pour nous livrer le compte rendu que vous trouverez en série de deux .. et bientôt trois (sinon plus) … billets très intéressants.

Je vous invite à faire un tour … et d’ajouter Pierre à votre blogroll ou aggrégateur, car ses billets sont toujours intéressants. Merci Pierre!