As a B2B technology company, industry analysts can play a key role since they heavily influence major IT purchasing decisions. In addition to covering vendors in their research/reports, analysts are often quoted in the media.

We understand that working with analysts requires a different approach and mindset than working journalists. Whether it is a paid client relationship or an unpaid vendor relationship, we help our clients build a strategic and consistent outreach program to ensure that they stay on analysts radar screens and are deemed industry resources.

Crossroads PR believes a media list is not a static entity.  As such, we work hard to leverage our relationships with journalists on your behalf alongside aggressively identifying and building relationships with new journalists/media outlets such as key bloggers.   The blogosphere continues to play a pivotal role in all public relation efforts.  As newsroom staffs are cut at traditional media outlets – bloggers remain relatively unscathed and are as influential as ever. 

Crossroads PR believes blogger relations are a core requirement for every successful PR program.  That is why we include this support in our retainer and do not position it as an add-on service.  Your Crossroads PR team has been working with bloggers since 2003.  We understand the space, the nuances and can help you fully leverage your corporate blog as well as provide you with a unique strategy for securing coverage on leading industry blogs.

Press releases and other public relations content are some of the most effective ways of keeping search marketing campaigns topical and fresh. But many traditional SEO campaigns are not integrated with public relations, limiting their long-term effectiveness. 

At Crossroads – we ensure PR and SEO efforts are in sync and working toward common goals and objectives. We use analytics to track how PR efforts are impacting web traffic and leverage this data to reassess existing PR tactics as well as create new ones.

PR/SEO Strategy

As part of each client engagement, Crossroads reviews a client’s analytics and delivers a PR/SEO strategy document outlining how PR will help raise web visibility, drive targeted web traffic and generate leads. This deliverable typically outlines the metrics for tracking success, identifies target keywords and determines how anchor text will be used in press releases, etc. It also includes an assessment of web traffic patterns/trends seen to date and provides recommendations on additional opportunities for growth.

This strategy can be a collaborative effort between CRPR and a client’s SEO team – or a standalone deliverable that CRPR creates.

• Creation of effective title and META description tags
• Executing strategies for getting new web content indexed quicker and web sites crawled more frequently by Google
• Advanced keyword research to gain insight into search behaviors and generate new topics for blog posts, byline articles, press releases, etc.
• PR driven linking strategy focused on showcasing industry thought leadership
• Identifying content themes and creating PR content to increase visibility as a result of personalized search

Whether you’re just thinking about social media but are not sure where to begin, or have started using some social media platforms, but are becoming overwhelmed with next steps to take, it’s important to get involved and have your strategy in place before the tipping point is reached in your space.

Today, social networks, blogs and other Web 2.0 channels play a key role in influencing the perception of companies like yours. Many of your target audiences including customers, partners and competitors communicate via these channels.

For an example of what our social media services include, click here