There are multiple aspects of public relations and here are the conventional ones that start with the ‘action’:
1. Media appearances and interviews
2. Thought leadership or industry leadership
3. Placing content in popular media outlets
4. Internal communications
5. Managing relationships & perceptions
6. Crisis communication management
However, for iSEE Markcomm and In essence, PR Is about managing expectations, feelings, thoughts, and actions regarding your company.
PR is about people. Consumers. Regulators. Goodwill.
How to properly conduct your PR?
Best practices are to start with the end goal in sight. What do you want to do with it. Getting a media quotation from Forbes or Business insider has never been easier, but what is the use if rarely who sees it? Then, would you compromise your brand story to get media attention? Would you accept interviews from media outlets that cater to demographics hostile to your business (like ultra-religious media outlets against weed or LGBT-centered businesses)?
Case study: Brand | Core message read by the subconscious
· Apple | Excellence in rational thought and profit optimization
· Tesla | Saving the planet by the price of personal sacrifice
· Google | Empower and educate, yet be fair, since recently
The sheer size of the behemoths mentioned above makes them newsworthy. However, the brand message is a mixture of their founder’s dreams and its management’s values, moderated by the products they sell. It is the same for big and small companies. Smaller companies have less management to rationally mediate between the dream and the reality of the market. Hence the troubles of the ‘good intentions’ of Tesla’s founder.
However, it is the brand you start with whenever you want to do something. It is your Self screaming its nature and purpose to fit the world to its image. As you grow up, you realize that adjusting yourself comes at a price of freedom. But the lack of freedom that rationality brings, to bring home profits, often brings stability & peace of mind. You need to find a sustainable balance.
Having money is better than not having them.
Having them in the bank, really, rather than as shares-backed collateral, is what brings ease & peace at night!
If the compromise is too steep and if it strands you in a flawed country. If the compromise of your freedom is death. Then no rational person would take the deal. He will wait or escape. Stay free.
Companies that already turned profits found a balance. If you haven’t already and you still struggle as a startup or even as a Unicorn, your Self is out of its game already. Reality won’t adjust to it. You would have to accept deflation of your market valuation.
What does PR have to do with it?
PR is the story we tell ourselves first, it is the reflection of the founders’ Self. The “Me” behind the Vision and Mission. The Alpha and Omega of every company. If you do the story wrong from the onset, likely you will become the next Uber, WeWork, or Tesla. Stranded in a flawed story fueled by good intentions that would sooner or later, have to implode to its previous market cap, losing money of investors.
But who cares? The money at Vanguard and Fidelity are from your parents anyway and they will die sooner, right? We have no responsibility for their financial lack of reason. Let’s bankrupt the world and squander money away on unsustainable valuations and “Fairytale business models”. If you lose your parent’s house, instead of inheriting it, while your company goes bust forever, and you live on the street, it doesn’t matter. Right? You can emigrate to North Korea and be a communist!
So. The stories we tell ourselves mean a lot. They are not just PR — they are the strategy. They are the reason for employees feeling hyped or depressed every day. The criterion of your investors to support you, the reason for the public to adore you. And PR starts with your Self.
Who are you? What is your PR story?
If the story is based on a lie, you will create damage. It may be a lovely journey. You would learn and perhaps even (l)earn a lot. But it may not be profitable! And in 10 years after incorporation, profit is most that matter! You will have to surrender your dream to reality.
Apple might buy Tesla?
Is your Self-story, leading you to profits? Or to face reality?
This is the initial PR we tackle at www.iseemark.com
iSEE MarkComm is making everything better since 2010. It is probably the most committed boutique marketing agency in the world offering a wide range of marketing services ranging from marketing automation to public relations and search engine optimization.
When Larry Page invented the Page Rank, as simple as it is, its goal was to organize information on the internet based on perceived relevance by the audience. The most linked-to content was marked to be the most relevant one. This was inspired by the peer-review process where quotations (paper mentions) are seen as “academic gold” and the source of ‘academic worth’. Google would index the websites and store keywords. Then when users looked for keywords websites that matched these keywords would be ranked by the number of links to it.
Google business model revolved around providing people what they seek. To retain its market position, it had to provide the most valuable elements to its users in the fastest possible way. Once people would see how this algorithm works, they would start abusing the system to reach the top of the page not by providing value, but by satisfying what the algorithm was looking for. Over time, Google was updating its algorithm so that there is less room for cheating.
Regardless, spammy links and traffic, robots that spam forums, automated scripts that create a false impression of relevance, has become the mainstream norm in most of the SEO community. An entire industry based upon a lie; a perceived knowledge of how the Google algorithm actually works. The fact is, no one outside Google really knows.
However, there are some timeless valuables that would resist changes across time, as long as there is capitalism and Google is a private company.
Here are the ‘timeless’ facts:
No pyramid schemes, endless linking to forums, or tweaking of on-site SEO, will make you reach the top at certain keywords unless you stick to three main things that keep Google’s dominant market position regardless of its algorithm that is kept secret. The algorithm may change, but the business model behind Google won’t. And these three things are the cornerstone of it. Add to this the fact that it takes some time to build a reputation on Google, you wouldn't want to see most of your efforts dumped because you did not focus on the main, timeless valuables but focused on an ephemeral hype.
Here is what we believe to be timeless with Google:
Here is a comparison of methods used to reach the same goals as standard SEO vis-à-vis iSEE.mk SEO’s strategy:
At iSEE we care about making everything better. Thus, it is clear that we do SEO so much differently we don’t usually call it SEO. We call it PR, not Page Rank, as it was Larry’s initial idea, but Public Relations.
From the iSEE room of hidden knowledge.
iSEE MarkComm is making everything better since 2010. It is probably the most committed boutique marketing agency in the world offering wide range of marketing services. It is registered in London while it has supreme battle-tested contractors around the world. As an agency, for all of its clients, it also has a native iPhone App to follow campaign progress and as a free perk, to follow all internet mentions of your company.