(This is an English translation of a French post. Original -with links- here)
“Our vision takes the decentralised nature of the Web as its starting point. We believe it is better to teach brands to take into account all the places where their consumers are, rather than make them spend a lot of money to take them to a single place, for instance a brand website.”
5. User-generated content is credible. The brand is not alone in expressing itself, audiences gain a share of voice.
6. To address audiences effectively, one needs non-intrusive, interactive, personalised and sincere relations. Bad practices create bad noise.
7. Search engines have become reputation management systems. They only offer up “official” information as one of many sources, so it’s better to generate coverage than be subjected to it.
8. Take a look at the tips for website referencing suggested by online experts: their leitmotiv is always the quality of the content.
9. Even a purely technical reading of referencing criteria take us back to good PR practices. In particular, incoming links are an important factor – and what’s the best way of generating incoming links if not… a PR campaign?
10. Web-writing is not so specific. What’s important is… writing well.
It is quite clear that “PR lives”. Of course, everything I say refers to good PR. The kind that respects its audiences and follows Seth Godin’s brilliant rule:
“So, the smart PR folks (the successful ones) struggle to make their lists smaller and smaller. The lazy ones just try to make them bigger.”