Great advice. Everyone dealing with PR would be wise to read it.
A few words on backlinks. Clients are often obsessed with backlinks. I mean utterly obsessed. You get them the coverage, the publication doesn't put a backlink and the client becomes despondent and thinks it's all a failure. It's so important to manage the client's expectations beforehand. Journalists don't like being asked for backlinks and the addition of backlinks depends on the publication. So, always check the editorial policy of the publication. If they publish backlinks, then it's okay to ask, if not, let your client know beforehand.
This is so true! I have no issue including a backlink in my stories, but my editors or their publications' policies may have a different view (and at the end of the day, they control how the final story looks). Brands that don't see the benefit of a mention without a backlink are missing the bigger picture.
Now you're getting into my favourite geeky subject, Joni. Google made a massive overhaul of search in October last year. Backlinks are still important, yes, but nowhere as important as before. A mention (no backlink) in a high domain authority site has huge benefits for search as well. Again, at risk of repeating myself, and your sound advice: manage your client's expectations.
Great advice. Everyone dealing with PR would be wise to read it.
A few words on backlinks. Clients are often obsessed with backlinks. I mean utterly obsessed. You get them the coverage, the publication doesn't put a backlink and the client becomes despondent and thinks it's all a failure. It's so important to manage the client's expectations beforehand. Journalists don't like being asked for backlinks and the addition of backlinks depends on the publication. So, always check the editorial policy of the publication. If they publish backlinks, then it's okay to ask, if not, let your client know beforehand.
This is so true! I have no issue including a backlink in my stories, but my editors or their publications' policies may have a different view (and at the end of the day, they control how the final story looks). Brands that don't see the benefit of a mention without a backlink are missing the bigger picture.
My friend Britt Klontz has a great podcast episode all about why media coverage is still a win, even without backlinks. https://podcasts.apple.com/us/podcast/why-media-coverage-is-a-win-even-without-backlinks/id1746149718?i=1000657420430
Now you're getting into my favourite geeky subject, Joni. Google made a massive overhaul of search in October last year. Backlinks are still important, yes, but nowhere as important as before. A mention (no backlink) in a high domain authority site has huge benefits for search as well. Again, at risk of repeating myself, and your sound advice: manage your client's expectations.