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Building a mutually beneficial Client-Agency Relationship

14 May

Client-Agency RelationshipWhether you are at the agency side or at a corporate side, we all know that relationships permeate every aspect of our lives. So relations can either be good, which we are very happy and excited about or it can be bad, which we either tolerate or let go in due course. Never though we willingly want to get into a bad relationship or want  a good relationship to turn bad, we all want a happy and smooth relationship –be it at work or at home.

Having said that we as the relationship managers seldom motivate ourselves to truly work towards improving, building and enhancing the professional relationship we share with our clients, agencies or even media. We all see it only from the lenses of pure work and hardly give any heed to human emotions that an individual possesses.

The PR business is essentially a people business, we don’t own large assets, but people themselves are our assets, so in a world that revolves around things as abstract as creating perceptions, changing mind-sets, where there is no one right answer to any problem, relationships are bound to be highly volatile and emotionally charged.

A client’s relationship with its communications firm is one of the most complex in the business environment and requires a substantial level of collaboration from both parties to make it effective and sustainable, especially in these trying times where patience is thinner, loyalty is weaker and understanding is more shallow.

So today let’s discuss some tips that people at both ends should adopt to create a healthy and successful client-agency relationship.

Having worked on both the sides, I have some learning from sides, that I wish to share and you can then contribute to the list from your own experiences and help make this post a reference point of relationship check whenever we sense the relationship is drifting towards the lower end.

Clients Side:

  • First and foremost before placing that chip on your shoulder of being a client, please understand how communications as a function work, what is achievable and what you should not even dare to ask your agency to execute. Understand how media operates or for that matter understand what makes news – media is never obliged to carry your advertising slogans even if you are the biggest advertiser.
  • Consider your agency as an extension of your in-house team. Trust and respect the team’s experience and capability, allow them to provide strategic insight and know-how. They are more exposed to different types of communication challenges while working for various clients possibly sometimes even more experienced than you. Try and given them access to meet your company’s top management, product/brand/service managers whenever it is possible. Without a complete view of your company from the inside out, your PR firm will miss opportunities to place you into the stories that matters. If you cannot involve your PR agency in the marketing blitz atleast keep them aware and in the loop, you never know what marketing action you or your marketing team initiates can be a good prospective story idea.
  • Have clear and achievable expectations: Define clearly the objectives and set clear measurable benchmarks. Provide all the relevant information that is required to create pitch notes, articles etc. Also be quick to approve/reject the content/strategy generated by your PR partners, this saves a lot of their valuable time, which can be channelized to deliver better results. Give constructive feedback in a kind manner.
  • Motivate your partners: They are also as human as you are, as you start jumping when your boss praises you for the work done by your agency, even those poor executives get excited by your small email appreciating their work. They will work harder, just to get another appreciation email from you. But don’t overdo, as every appreciation has its value, simply sending congratulatory emails for routine jobs will lose its sheen. Treat them well, they are not your just another vendor but your intellectual partners
  • At the same always keep your account challenging, never let your account be known as dead account. Keep pushing your team to come up with new ideas, new ways of gaining visibility. It’s OK if you cannot implement all of them, but let the creative engine function at all times.
  • Permission to fail: It is never possible that your partners will always get you the best in the world or will never goof up. Sometimes even the very best ideas don’t translate or, the media fails to respond positively to the pitch/release, or there is a mistake committed by an inexperienced executive. Relax, this happens, instead of shooting that stinker, wait and work along with your partners, support them to upgrade their understanding. Stand by your partners when things don’t go as planned. Share responsibility as well as failures. 

Agency Side:

  • Think before you suggest: We at the agency side have made our work so routine that we work like horses with blinders, whenever there is a suggestion requested by the client, we throw the same laundry list on his face, without even thinking for a moment, if the solutions offered really fit that particular unique situation the client is facing. Take a moment to think out of the box, whenever such opportunity comes your way, take references from your experiences and learning but don’t necessarily enforce the same as a solution, think differently, think broader, think of a solution that is unique.
  • Clients continue to site the same reasons for terminating their relationship with their agency, and one of reason most prominently figured every time is – Lack of interest/understanding of client’s business. Still at many levels within the agency we spend very less time in upgrading our understanding on the business/industry  the client operates in, the business environment impacting his business, socio-political-economic events that can benefit or harm the client. Ignorance is never bliss in our business.
  • Being Human: I don’t mean Salman Khan’s initiative, but just be you. Don’t be robotic in your dealing with your client. Be friendly and accessible (sometimes even at odd hours and on holidays), you never know which crisis has hit your client. Don’t hide behind an email; pick up the phone and talk. Be sensitive to your clients schedule and sometimes you can even  be empathetic to potential corporate politics but don’t indulge in gossip, remember he is your client and not your friend.
  • Be enthusiastic and inquisitive. It’s ok to ask questions to understand more on your clients business. But at the same time do your homework well to not ask obvious and readily available information. Be friendly, helpful but never arrogant. Always remember the Golden rule of under promising and over delivering.
  • Don’t underestimate your client. It is very common within the agency circles to believe your client is an idiot; he/she doesn’t understand how PR works and behaves like a moron. Never have such presumptions come in a way of working with your client. Try and understand the reasons behind his vague requests, negotiate and work with them to find a resolution. Don’t lie and be fake as it is highly possible that client must have been in your shoes in the past and hence can see through the white lies that you bounce on him. Be honest and genuine. 

This list can never be complete and we can go on adding points endlessly,  but I would like to throw open the floor for more such experiences from everyone and make this platform a dialogue not just a monologue. Hence I would like to stop myself here and invite your feedback and inputs to help develop this discussion further. Would appreciate your feedback and response either on this forum or on my blog or simply drop a line on Twitter @vikramkharvi

 
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Posted by on May 14, 2013 in Public Relations

 

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What is PR Strategy?

07 May

PR Strategy

First published in Imagemanagement.in (http://imagemanagement.in/?p=4022)

Suggest a good PR Strategy… These have been the scariest words for me till date as I have no shame in admitting that I have never truly understood what it actually means. While in an agency, my boss once called all the Account Managers in his cabin and asked us ‘Explain, what do you mean by a PR Strategy?’ We all came up with one smart answer, which were basically what we can tactically do achieve PR coverage. So after ridiculing us for 15 minutes, he explained us that Strategy means an ‘Art of War’, it means the macro plan of what you will do to achieve the desired results. And the activities? That you will execute on a daily basis are all tactical approaches to achieve the overall strategic objective. Rest of the managers must have got enlightened with this thought but I could only understand that whatever we have been suggesting to our clients till date was only a tactical approach and not a strategy. Clients who bought our plans were probably as smart as us, but I still couldn’t figure out what Strategy actually means. Request all readers to help me in building my understanding on this super buzz word of our business.

All the PR books that I read, conferences and seminars that I attended again and again repeatedly claim that Media is just one component of a well thought our PR Strategy. It is about deploying a combination of communications tactics used across mediums to continuously shape and influence public opinions.

And in reality all these years I have been running behind media only to get what is obviously expected out of me i.e. Coverage. Even when I moved to the corporate side, no matter what is suggested in the plans, what we actually run behind is the laundry list of things that can be done to get more and more and more Coverage.strategy

Does Strategy include coming up with few bright ideas that are synergistic with branding/business objectives of the company? Does it mean that the ideas suggested should communicate the key messages that the brand wants to share with its publics/stakeholders?

If the above is correct then the starting point in developing a PR strategy is to first understand the company’s business and communication objectives, and what  is the overall marketing plan   but how many of us really have access to the above information. Ofcourse if we are part of an Integrated overall marketing approach then we can easily come up with a plan on how we can integrate PR in the multi-layered marketing plan.

Then comes creating those key messages and I am sure that most of the PR plans fails to achieve its desired objective because the messages that we create sound like Advertising Slogans and fail to create messages that resonates with the target audience?. Why should a journalist turn into a company’s sales representative and start broadcasting your ad messages? Hence understanding and drafting the appropriate key messages becomes the most critical part of a PR Strategy. To do this probably we need to dig deep into the company’s business, understand the objectives, challenges faced and link it up to the industry that it operates in and the overall environment that can impact the business sector.

Next may be to try and figure out how we disseminate these messages using various tools that are not as misused, abused and beaten to death like our poor Press Releases. May be through creating Industry relevant White papers, case studies, hard hitting opinion pieces that can go on to establish the company as  an industry thought leaders. Working along with the media or industry bodies in creating round tables for industry relevant discussions can also go a long way in extending credibility amongst the company’s stakeholders. Tracking and negotiating speaking opportunities in seminars, conferences can also increase the chances of company spokespeople to been seen as opinion makers by the journalists.

But to achieve the above it is important that the company top management works with its PR partners more actively. They may agree with you but in the end nothing may actually happen and the reasons can be many such as lack of content, lack of time quick approvals from the company’s end  on content that  is  quintessential to drive the above. Spokespersons may not be adequately trained or lack confidence to speak at various forums etc., So the responsibility of the PR partners is to then gauge the problems and help bridge the gap by aiding the client to develop the required materials using their own in-house resources and domain expertise. Invest in training the spokespeople and help build their confidence.

Again easier said than done but if we are able to do that then, we would be the most valued partners for the company and the CEO. We would not be seen as postmen/vendors/aggregators but knowledge partners.

Now, coming back to my earlier question. Do the above qualify to be called as a PR Strategy? If not then please enlighten me and folks like me and help to understand  how to draft a PR strategy? Your comments, feedback will be most welcome. You can leave your comments on my blog www.vikypedia.in or just drop a line on Twitter @vikramkharvi.

 
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Posted by on May 7, 2013 in Public Relations

 

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Media Relations – a Boon or a Bane

30 Apr

 

 

 

 

media_relations-e1320694570755

First Published in Imagemanagement.in – http://imagemanagement.in/?p=3939

It is often said and expected as a critical requirement from a PR professional that he/she should have strong media relations. This actually means that a PR professional should know journalists on a personal level so that they can plant/stop stories in the media on behalf of their client or company. I believe that it is this expectation from us has become the core cause of all the negative reputation we have earned over the period of time. It is only because of such demands from our clients; we have been tagged as fixers, spin masters and middlemen. Because of the so called media relations, clients get their job done through us but at the hind side they just see us as liaising officers. On the other hand, I don’t want to get into to specifying what reputation we enjoy amongst most journalists as well.

The above may sound a bit too exaggerated but just think about it: weren’t you asked in your interview – How good is your relationship with the media? How many journalists do you know personally? In fact, in one of my interviews I was told to give list of the journalists who I know personally. I can understand if the agency bosses or marketing heads want to check your media understanding and knowledge. But if that was so, then the questions would have been: which is the top regional publication in Jharkhand? Or who is the Editor of the top language publication in the Uttarakhand? I don’t want to generalize as I also know of a few agency heads who do ask these questions as well in the interview, but these are one of those very rare breed of people who truly understand how PR works. But in most cases you will come across people who have only known how PR has been working till date in this country.

I am not saying that having a good rapport with a particular journalist is wrong, but it should be purely professional where the journalist recognizes you as a professional and you, in return, don’t ask for any personal favours on behalf of your client.

We all love to talk about strategy, creating and generating ideas that will make media chase you, but frankly this rarely happens. We may create a good story idea, but we will first go and pitch to those journalists whom we know personally. There are also many junior kids, who don’t have any media relationships but still they will be handed over a long media list and made to followup on the pitch/press note sent. What they end up doing is nothing but a tele-caller’s job of calling the journalists and trying to sell a story or an idea. You can actually match the tone of a Credit Card tele caller and the poor PR professional calling the journalists. Most of the time, almost all PR agency professionals up to the level of Account Managers go through this daily. Some end up getting ridiculed by the media guys and some do manage to break the ice and start their journey of building relationships.

The expectation to get the job done based on relationships is so deep rooted that client will never hesitate to force you to get the story done via xyz journalist who had been your ex-colleague and so forth. It is so much within us that even after spending so many years in the business, and after giving tons of gyan on professionalism, we end up pressurizing our poor agency partners or our juniors to get the stories done on the basis of relationships.

The reasons to this can be many, some of which I can think of are listed below, you can also feel free to add more based on your personal experiences

1)    There is one journalist, covering a particular beat and 100 PR professionals running behind his life to get his attention. So whatever works helps; right from a good story idea, your friendship with him, your charm, to your begging, pleading or plain persuasion skills.

2)    Traditionally, we have been working in the same manner. In the very initial stage we were simply liaising officers, greasing palms of journalists on behalf of large corporates. Hence the tradition still continues but now with some sophistication and in pockets. (I am not generalizing and claiming that all of us dive so deep down)

Until this attitude continues, we will always be termed as Spin Masters or terms similar to this. We need to leave this stigma behind and behave as professionals. We should stop entertaining such requests from our clients and bosses and help them understand the true value of our profession. We have to grow our understanding of the client’s business to a level where we become their senses and make them aware of the dangers facing their business by effectively scanning the business environment, learning the industry trends, and forecasting what action of the client may harm or benefit the business.

On the other hand, we need to work along with the media as their business partners. Convince them to work on the story on basis of the merit of the story suggested, basis the knowledge and forecasting capabilities that you demonstrate to the journalist. We need to think like them to be able to professionally work with them.

I understand it is easier said than done; there will be a section of media who would expect you to deal with them in the same manner, but some day we need to change so that we get the respect we deserve. PR professionals are not idiots but are smart professionals who are much more capable than any other intellectual professionals working in advertising, business consultancy or research. They are very qualified and now even MBAs from top institutions look at the profession as their future career. I have met many PR professionals who are much smarter than any Editor of a large publication but, sadly, all our equated in the same manner. We (that includes even me) need to change and this should start today for a better and respected tomorrow.

I wish I had the courage to tell my interviewer that you needn’t worry about my rapport with journalists because I will get your company featured based on the merit of the story idea I will generate. Wish I can gather the courage to refuse to push for stories without any merit and stand with my agency partners to work and come up with the best possible solution for my client. Because when I will change, I will see the change happening around me.

Would love to hear from here on what you feel and what should be done build our own reputation as professionals. Next week, we will dwell more into how we can work towards getting associated with media as knowledge partners. Drop me a line on your feed on my blog www.vikypedia.in or on Twitter @vikramkharvi

 
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Posted by on April 30, 2013 in Public Relations

 

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5 Indian businesses/institutions that desperately needs PR this fiscal

23 Apr

imageJust before the start of the new financial year let’s assess who amongst the Indian businesses/institutions really needs PR to enhance their image and reputation amongst its stakeholders and general public and shed the negative baggage.

Here are a few industries/companies/institutions that I think desperately need a little make-over. Do you agree with my selections? Who do you think I missed? Please feel free to share

1)      Kingfisher / Vijay Mallya: Once considered as Richard Branson of India, is today amidst deep PR crisis. According to experts a major problem for Kingfisher has been the airline’s close ties to Mallya. As a result, every move of Mallya in his life ‘outside’ of the airline was always under scrutiny during the ‘good times’ and continued to be amplified during the slide of the airline. The glaring disconnect between the state of the airline and its employees and his lifestyle was seen time and again. His unavailability to respond on many occasions to employees and the media was seen as elusive and even arrogant. Perhaps the critical lesson for any organization is that the reputation of a brand and its leader can no longer be neatly separated and also brand should not try to merge the reputation of its leader with its self in good times. It’s a very bad idea for a brand to be synonymous with its leader. For any agency or PR professional, accepting the challenge to turn around the current image of Kingfisher will be a tough task.

2)      Sahara India: Global Post’s journalist Jason Overdorf in one his report says that Indian business reporters have long harboured cynicism about the Sahara group’s “chit fund” business model, as the company’s lavish spending has never quite seemed to gel with the revenue figures logged at its most visible units and group Chairman Subrata Roy Sahara remains an intriguing, and somewhat mysterious figure.

In another report filed by First Post, portrays Subrata Roy as the reclusive and eccentric chairman of the Sahara group. It points out to one of the Press Conference called by Sahara Group in Mumbai, Mr. Roy, yelled at a female journalist, refused to answer questions on the joint venture with Turner Construction – the event for which the press conference was called – and berated journalists for asking uncomfortable questions (about the various controversies surrounding the group) when he was embarking on a venture that was “for the good of the country”. More on the issue can be read on http://www.firstpost.com/business/saharas-subrata-roy-a-freshly-minted-media-controversy-208630.html

All these and the recent SEBI’s strong stand against the company calls for a very strategic crisis communications rollout. And the time is now.

3)      UPA Government: In January 2013, Prime Minister Manmohan Singh indirectly admitted that the UPA government and alliance leader Congress had not been successful in communicating the achievements of the Centre to the people. Marred with several scams in its term, the reputation of the government was constantly under attack. And on the other hand the leading opposition party was putting all things right as far as the PR machinery was concerned. It had also mastered the art of communicating using the new media technologies. However Congress is now seen to put its efforts together to bring in a fresh perspective to how PR should be practised headed by Rahul Gandhi, we will have to see how it brings a turnaround in its reputation.

4)      Indian Ad industry: Scam advertisements row is a wake-up call for the industry. The recent Goa fest was not a normal one, winning entries were withdrawn, leading agencies such as JWT, Mudra, BBDO, Leo Burnett were under cloud. The lid of creativity and professionalism has blown off. The talk within the industry and outside nowadays is mostly on scam ads, breaching the trust of the client, created solely to win awards. Some of these are also sometimes run in obscure print publications to satisfy the nominal entry requirements. Though the industry never cared enough to build their public perception through PR given their natural flamboyant, glamorous and fancy image. But with so much of negative press around the industry it would be good idea to make use of PR talent readily available in the country to boost their reputation.

5)      PR Fraternity: We work on reputation and image management of our clients, but our own image to the outside world is very vague. We are still hated by people on the other side of the table, clients don’t trust what we say and moreover outside our professional circle, no one really understands what exactly we do. Shouldn’t we atleast now wake up and start concentrated efforts to communicate our role and our intellectual capabilities to the outside world? Is it now a necessity to attract new talent and pitch for new business in the over competitive world.

 
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Posted by on April 23, 2013 in Public Relations, Crisis Communications

 

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Have you tried an Online Press Meet?

16 Apr

July 1, 2000Prasanna Kotian, an Account Manager from a reputed PR agency based in Mumbai, services a technology company in the business of data storage solutions headquartered in US. One Monday morning, Prasanna gets a call from the company’s corp. communications head that their global CTO is visiting Mumbai and hence the agency should arrange a media briefing session with key technology journalists. Naturally for Prasanna it was an opportunity to get some media visibility for the client and was eager to know if there was any specific announcement the CTO was supposed to make  .  But there was no specific news or update, it was just that since the CTO was visiting India for business purpose then might as well he meets some journalists and get his mug-shots printed in some leading newspapers enabling the India team earn some brownie points.

Prasanna was sensing trouble as given the recent downsizing in the media there were few journalists covering certain beats and were very selective in agreeing for any interactions and above all, why would they be interested in meeting without any news updates or any specific announcements? The client was insisting that come-what may, atleast 5-6 key journalists should attend. It’s the agency’s problem how they arrange the meeting as the global CTO doesn’t visit India frequently.

The pressure was now on to call in favours, use relationships, requests or even pleading. Failing confirmation from the agency, stinkers were pouring in from the client. On the day of the meet, as expected and despite all the efforts, very few journalists turn up and the resultant coverage the next day was also negligible. Client expressed his disappointment by shooting emails to agency heads threating to stop the relationship. Prasanna could clearly see his appraisal rating going for a toss!!!

Sounds familiar? Probably because it’s a problem, that’s been around for a long time. But it’s getting bigger. Shrinking editorial teams means journalists don’t have the time to attend content-free press conferences. The patented response that PR pros receive is “send me an email; will see what can be done…”

Many PR consultants will recognise this kind of a challenge (probably some corporate communications professionals as well). But what could be the solution? How do we deal with this? Should we tell the client the fact that journalists will not come without any specific new announcement or think of an alternate going slightly beyond our regular PR tools?

How about organizing an online interactive briefing using an efficient webinar solutions provider? And how about inviting bloggers along with the journalists to participate in the online briefing? This is not only easily possible but is also an opportunity to interact with journalists and bloggers breaking all travel hurdles. Most of the processes involved pre-event will be similar to that of organizing a press conference. You need to identify whom to invite, send out invitations with details of time and requirements to be able to log-into the online briefing. You can even hire an experienced facilitator to guide the spokespeople to smoothly conduct the briefing. Journalists and bloggers can log-in at specified time and interact with the spokespeople either through live chats or audio. Spokespeople can make live presentations or can have a simple Q&A with the participants. More information/collaterals documents like press note etc and also be shared and uploaded during and after the briefing.

Result: a very interactive and fruitful session for both sides delivering tangible results and indeed  time saving. There are many webinar service providers, who facilitate this and can be efficiently managed without much hassle. In the past I have worked on a similar press briefing using the services of a company called 24Frames Digital.

You can even explore Google Hangout to do a similar briefing with a social twist. You can add in more social media engagement tools to the briefing such as live tweeting, taking questions over twitter and the entire video of the press briefing can later be uploaded on your Youtube Channel for someone who couldn’t attend for whatever reasons.

I am sure, not all corporate communications guys will immediately agree to such approach but if you are confident about unhindered execution then convince and persuade them to experiment. Once done, it will open up new doors for broader thinking and appetite for trying out new technologies.

If any of you have already experimented with an online press meet then please share your experience and learning. It will be very helpful to all other forum members. Please feel to write to me with your comments at pr.vikram@gmail.com or simply drop a line on Twitter @vikramkharvi.

 
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Posted by on April 16, 2013 in Public Relations, Social Media

 

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PR from Events

09 Apr

Being in the PR & Corporate communications business for many years now, I have had opportunities to go through numerous new business pitches and PR Plans drafted by many PR pros from various PR agencies. One of the tool suggested by them in their pitches/plans (even I have done it several times) to drive media coverage is to organize an event. Some of the favourite events suggested were either instituting an award, organizing a round table, conduct a survey, organizing a marathon etc. Same suggestions used to repeat in almost every new pitch. I am not saying recommending an event to increase client visibility is a wrong suggestion but before we make a suggestion I suggest it would be a good idea to thoroughly understand the pros and cons of the suggested event, with respect to the client’s business and the industry he operates in, else it will just remain one amongst the long laundry list suggested to clients time and again.

From a public relations perspective, the reason an organization hosts an event is to promote an idea, a cause, or a project that is important to the organization and its publics. Events should not be done just for the sake of doing them. Events, like any other public relations technique, should be used to achieve a specific public relations purpose. That means having a specific target audience in mind before the event planning starts and forcefully delivering a clear and unique message to that audience with the event.

Here are some of the pointers that can help you evaluate the success of the event, before you suggest your clients

  1. Does it make sense to client’s business: Events need to be in line with the organization’s business goals & objectives. The event must match the company’s values and business priorities.
  2. Develop a PR plan around the event. Outline the strategies and channels for communications, key messages to convey to the various target audiences, and a schedule of deliverables, deadlines and responsibilities. The PR plan should include several channels, including media outreach, social media, e-mail marketing, and web site updates.
  3. Know your target audience. Identify the press most likely to attend and cover the event, and pitch appropriately. Include relevant media such as city, lifestyle, business, entertainment etc. Remember to hire a photographer & a videographer, if the event warrants one. Television and radio outlets should be contacted early on the day of the event again, as assignments are prioritized and determined early in the day. Also, don’t forget to post event details to the calendars of publications and websites. Most are free calendar listings.
  4. The Execution: Before you decide to taking the execution of the event on your shoulders, think through carefully like an event management company or better still insist on a services of an event management company or an experiential marketing company, who specialize in creating and executing special events
  5. The purpose of the PR surrounding the events is the same: to generate interest and to interact with the public. This means that your PR efforts need to be targeted, clear, and newsworthy.
  6. Include Social Media: make use of social media to create pre event awareness, live coverage of the event on Twitter or other networks and post event coverage as well. This will give a wider reach and raise the awareness of the event. 

Today, there are many experiential marketing firms doing robust business, they have become a big business in its own right as a result, special events are no longer limited to being occasional tools used by public relations people to achieve broad public relations purposes; many are now seen as ends in themselves and are conducted on an incredibly grand scale. Meet few of these agencies and understand what kind of events they have been doing and what they can do for your clients.

Would love to hear from you on the above, please comment on my blog www.vikypedia.in or simply drop a line on Twitter @vikramkharvi

 
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Posted by on April 9, 2013 in Public Relations

 

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Google updates its Penguin Algorithm

05 Apr

This is further to my article early this week titled – PR Pros be aware Content Marketers are coming, there are two good updates in the same direction that I would like to share with you all.

Recently Google updated its year-old algorithm Penguin to reward websites that produce quality content regularly and penalize those website which thrive on artificial and manipulative SEO tactics. This means that demand for Content for website copy, blog posts and other form of content will substantially grow, an opportunity that PR agencies can monetize.

This SEO stuff isn’t just for Web geeks; it’s incumbent upon PR pros to understand the evolving search ecosystem. How exactly you should do to craft those press that are SEO friendly as well news worthy, will share in some other article within couple of days.

 
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Posted by on April 5, 2013 in Public Relations, Social Media, Social Media News

 

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