Press releases can form an important part of a companies online strategy for growing their organizations authority online. In this presentation, presented by Sean Jackson at PubCon Vegas 2009, a number of tactics and tips are presented that will help small business understand how they can gain authority online using press releases.

1. How SMBs Can Use PR Campaigns to Grow Traffic – Vegas 2009 Building authority through PrPresented by Sean Jackson, CEO of Ecordia

2. Sean A Jackson CEO of Ecordia 17+ Years in Interactive Technology Development 50+ Web Application Built Vice President DFW SEM Past President Dallas Ad League (AAF-Dallas) Member of DallasRoundTable Speaker & Lecturer

3. What is Authority? au·thor·i·tynoun:[1] A citation (e.g. from a book) used in defense or support; [2] the source from which the citation is drawn; [3] an individual cited or appealed to as an expert. -AuthorityRules.com

4. Milgram Experiment

5. Why Authority Matters Competitive differentiation Increases “blind” referrals Premium pricing More flexibility in work Shortens sales cycles

6. Obtaining Authority

7. Authority Conveys Authority *must be combined with others

8. How to begin the process Existing customers that have authority, or… Join and actively volunteer at local/national organizations Business associations & charities Become a leader in the organization Presentations/workshops Networking groups & Meet-ups University/Colleges Goal = Relationship with an authority source

10. Directly related to your offering

12. Consider a discount

16. Monitor

18. Spread the Word

19. Use a wire service Broad syndication & distribution Improves SEO efforts Sharing their authority with you RSS becomes your friend (Twitterfeed)

20. When published… “Great story about us on XXXX, please check it out.” Send authoritative link* to everyone… *First major publication that syndicates your story Social Media accounts (consider ping.fm) Email lists Add to your online sites

21. …and be nice Thank people who retweet(even Twitterfeeders) Email and thank editors who re-write Place links to their altered release on your sites Add contact details to your contact lists Post comments on blog sites that re-use Respond to emails that congratulate you

22. About the Press Find a report that covers the source authority Do your homework Check editorial calendars Give them an angle Send them the original Press Release Follow up & make it easy

23. A Case Study

24. Got our authority source Secured PR rights Did the work Created the Authority Release Optimized the release on Ecordia Sent on PR Newswire Blasted to everyone

25. Results so far…

26. Twitterfeed is my friend…

27. More ideas & resources Jeff Crilley http://realnewspr.com/blog/ Brian Clark http://Copyblogger.com http://authorityrules.com Optimize your Press Release https://optimizer.ecordia.com Wire Service http://prnewswire.com(US1 Distribution)

28. Conclusion Authority Matters Authority conveys authority Create an Authority Release Setup Monitoring Use Wire Service Follow up REPEAT OFTEN