| With the rise of Blogs across the U.S., a
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| | their technology, created a two-part plan
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| new type of information dissemination has
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| | to dominate the initial search results
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| grown to mammoth proportions-consumer
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| | found whenever someone was seeking
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| generated media produced by blogs. Pew
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| | information on any of its clients. The
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| Internet & American Life study reports
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| | process, known as Press Direct, involves
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| that 7% of the 120 million U.S. adults
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| | creating professionally written, interest
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| who use the internet say they have
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| | grabbing articles and press releases that
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| created a blog or web-based diary. That
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| | are linked in terms of story content and
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| represents approximately 8 million
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| | then distributing the articles to dozens
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| Americans. Twenty-seven percent of
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| | of article content hubs. These content
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| internet users say they read blogs,
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| | sites provide news stories, articles, and
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| totaling 32 million people. What most
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| | commentary to tens of thousands of users
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| people don't know is that search engine
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| | such as TV and radio news directors,
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| spidering technology is attracted to web
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| | print editors, popular web sites, news
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| sites whose content "changes" constantly.
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| | sites and other information destinations.
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| This means that blog content has a
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| | ITMG subsequently distributes the
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| higher likelihood to find its way to the
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| | related press release, which is targeted
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| top of search engine results as compared
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| | to media contacts, after the prior
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| with static web site content. This is
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| | articles begin popping up all over the
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| the primary reason for the POWER behind
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| | internet.The article hubs aren't just any
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| the growth of the blog as a media
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| | media outlets. These sites are selected
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| outlet.The birth of blog related consumer
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| | because of their substantial distribution
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| generated media has played havoc with the
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| | reach and Alexa ranking is tantamount to
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| fundamental goals of public relations
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| | the Neilson of the internet world. Alexa
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| firms. As late as ten years ago, all a
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| | ranks web sites worldwide in accordance
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| good PR firm had to do to control the
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| | with their visitor traffic levels). Each
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| image of its clients was to maintain good
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| | article and related press release is
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| relations with the three major TV
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| | search engine optimized based on the most
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| networks, the fifteen major hub
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| | popular keywords connected to a given
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| newspapers that feed content to hundreds
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| | industry so as to make it search engine
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| of other daily newspapers, and the 3 or 4
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| | friendly before placement. Once the
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| major radio networks. Currently, a PR
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| | initial article is submitted and that
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| firm has to contend not only with the
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| | same article finds its way onto thousands
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| mainstream media, cable and radio
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| | of other web sites via the content hubs,
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| networks, but also a tidal wave of
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| | a press release version is distributed to
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| information flooding onto the internet
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| | major wire services and to a large home
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| from blogs.This new wave of internet
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| | grown list of media contacts owned by
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| related content may not have been a
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| | ITMG, numbered in the thousands."We
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| problem if the role of the World Wide Web
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| | figured out that we should write an
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| had remained in the hands of the
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| | appropriate 'linked article' in
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| universities library system and DARPA
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| | conjunction with a press release",
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| (Defense Advanced Research Project
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| | describes Bob Cefail, Chairman of In
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| Agency) where the internet was spawned.
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| | Touch Media Group, "and place the article
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| Unfortunately for those companies
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| | into as many of these article hubs as
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| recently targeted by negative commentary
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| | possible. The effect was breathtaking
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| via the blog network, the following
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| | when we saw that the article we had
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| chilling internet user statistics are
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| | written was sweeping across the
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| quite relevant. On a typical day at the
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| | internet". What ITMG figured out was to
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| end of 2004, some 70 million American
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| | first lay the ground work for a press
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| adults logged onto the Internet to use
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| | release through the use of a well
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| email, get news, access government
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| | designed article. What ITMG didn't expect
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| information, check out health and medical
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| | was that the article, placed in the hubs,
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| information, participate in auctions,
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| | and the follow-up press release would
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| book travel reservations, research their
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| | completely dominate the first few pages
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| genealogy, gamble, seek out romantic
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| | of any internet search on almost any
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| partners, and engage in countless other
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| | topic; thereby, pushing negative content
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| activities. That represents a 37 percent
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| | back into the back pages of the search
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| increase from the 51 million Americans
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| | results.When considering the fact that
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| who were online on an average day in 2000
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| | huge article hubs have ever-changing
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| when the Pew Internet & American Life
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| | content numbering in the thousands of
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| Project began its study of online life.
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| | daily changes, one can see why the search
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| This trend is ONLY going up.Another Pew
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| | engine spiders are highly attracted to
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| study identified that fact that over 50%
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| | the article hubs. One can liken these
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| of all online purchases are now PRECEEDED
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| | content hubs to "super blogs" in terms of
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| by an internet search. Thirty-six percent
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| | their effectiveness in search engine
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| of all internet users under the age of 30
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| | ranking versus normal blogs. The key to
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| say that they could not live without
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| | In Touch Media Group's success can be
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| internet search engines. This
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| | tracked back to the ancient teachings of
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| illustrates what many ad agency
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| | a Chinese Military figure named Sun Tzu.
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| executives now take for granted-that
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| | The famous general wrote in his well
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| people, in higher and higher numbers, are
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| | known book, The Art of War, that when one
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| using internet information, not
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| | has a larger opponent, one must get a
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| mainstream media related advertising, to
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| | bigger friend. By using what amounts to
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| make buying decisions. Every day, more
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| | "bigger blogs" in its efforts to help its
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| and more people are turning on computers
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| | client, In Touch Media Group was able to
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| versus the TV set for information and
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| | out- create negative consumer generated
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| entertainment.Public Relations Firms Must
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| | media produced by consumer blogs.The
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| Adopt New StrategiesPublic relations
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| | Press Direct campaign also accomplished
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| executives and professionals must begin
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| | several other significant results. With
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| to develop new strategies for controlling
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| | one movie company client, the Press
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| what is said about their clients on the
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| | Direct service resulted in over 400 media
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| internet. This can be done in one of two
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| | pick-ups of just one press release story
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| ways: 1) focus efforts towards
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| | over only a 7-day period as reported by
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| influencing bloggers in terms of what
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| | In another case, an ITMG faith-based
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| they are saying about their clients and
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| | media client, whose Alexa ranking was
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| change any negative attitudes (the way
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| | 2,398,449, had its ranking bettered to
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| PRs used to address potential negative
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| | under 94,000 in less than a month!With
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| messages distributed through the limited
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| | consumer generated media creating as much
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| number of mainstream media outlets of
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| | as 40% of all search results presently, a
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| yester year); 2) control what is found on
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| | substantial percentage of which is
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| the first half dozen pages of internet
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| | negative in nature, potential candidates
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| search results when their client's
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| | for search engine content management and
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| information is being looked up. The goal
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| | control includes politicians,
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| of the latter solution is far more
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| | entertainment, sports, and large public
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| attainable than the first solution. With
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| | corporations. Consumer product companies
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| millions of bloggers, and the number is
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| | are at particular risk as concerns
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| growing hourly, pumping out terabytes of
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| | negative blog commentary because their
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| information each and every day, control
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| | products or services reach such a large
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| of their message is an impossible task.
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| | mixture of clientele. If just a small
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| Only through some revolutionary content
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| | percentage of clients find reason to
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| control techniques can a PR begin to win
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| | complain, a large company's search
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| the battle with the bloggers.This report
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| | results can be critically damaged and no
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| will track the progress of one company,
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| | amount of traditional PR firm repair work
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| In Touch Media Group, in its daily
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| | can remedy their online image. Only a
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| efforts to control client search results
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| | highly targeted campaign involving the
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| through tools it has recently developed
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| | aid of article content hubs, search
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| and streamlined ( one of just a few
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| | engine optimized articles and press
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| companies that have been awarded the
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| | releases can stem the tide of negative
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| prestigious Google Adwords Qualified
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| | commentary.
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| Company status given out to experts in
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