4. Go Below Fold - Copy can always be placed “below fold.” This term is used to describe section of your index page that is not visible when page first loads. In order to see it, visitor would have to scroll vertically. If you’ve designed your index page to be fully visible without scrolling, consider using space below design to insert your copy.

5. Use Sidebar - If your site design uses a sidebar for navigation links, use empty space for short bits of copy. Even statement “Order ________ Now” will give you one more instance of keyword placement.

6. Create Bulleted Lists - Many people don’t perceive lists as copy. For this reason, you can use bulleted lists (or numbered lists) where traditional “sentence” copy wouldn’t work. Tip: Instead of creating a list that reads:

We meet all your ____ needs by:

·offering lowest price. ·providing first-rate service. ·shipping your order in just 24 hours.

Create a list that reads like this:

At ABC Company, we offer you:

·the lowest price on ______. ·first-rate service. Ask us any questions you have about ____. ·shipping of your _____ in just 24 hours.

See difference? More keywords in same amount of copy.

If you use a little creativity, you can get enough keyword saturation in your copy without it cluttering up your site. This is sure to please both search engines and your site visitors.

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With such data in hand, you’re ready to establish your public relations goal. Often, it can be expressed in a few words: clear up that misconception, correct that inaccuracy, or clarify that false assumption.

But no PR goal is ready for battle without a sound strategy to tell you how to reach it. In matters dealing with perception and opinion, there are just three strategies from which to choose: reinforce existing perception, create perception where there is none, or change it. A word here, make certain strategy you choose is a good fit with your public relations goal.

Clearly, most challenging aspect of PR problem-solving sequence is preparing message that will do heavy lifting – altering individual perception within your target audience pop ulation. It can do so only if it’s both persuasive and compelling. As PR team’s “client manager,” you must also be involved in message preparation. Is it clear as to what perception needs to be altered, and is your rationale believable and persuasive?

Next, hitch up your “beasts of burden,” communications tactics you need to carry that message to eyes and ears of your key target audience. Fortunately, you and your PR team have a long list of such tactics available ranging from press releases, media briefings, newsletters and facility tours to radio and newspaper interviews, brochures and face-to-face meetings. Just be sure that tactics chosen have a record of actually reaching folks like those in your target audience, and that budget can accommodate type and frequency of communications tactics required to do job.

Pretty quick-like, you will wonder just how much progress towards your public relations goal you are really making. Which is signal to re-monitor perceptions of those members of your target audience. Same questions, but a new objective: watch closely for signs that perceptions are actually being altered.

You can always apply more pressure to effort by adding new communications tactics to battle, AND bumping up some of their frequencies.

By keeping a managerial eye on your public relations program – and satisfying yourself that it is focused on helping you achieve your operating objectives – you can be certain your PR dollars are being spent on that workable, comprehensive plan for producing those key audience behaviors that impact your operation most.

end

Bob Kelly counsels, writes and speaks about the fundamental premise of public relations. He has been DPR, Pepsi-Cola Co.; AGM-PR, Texaco Inc.; VP-PR, Olin Corp.; VP-PR, Newport News Shipbuilding & Drydock Co.; director of communications, U.S. Department of the Interior, and deputy assistant press secretary, The White House. mailto:bobkelly@TNI.net Visit:http://www.prcommentary.com