FOUNDERS

In this article in Business.com, Brian Hyland shares about the importance of balancing what consumers find online about your brand, advising companies to strategically plan new, positive content that can minimize older, negative content. 

“Whether you’re B2B or B2C, your customers and prospects often do their online ‘due diligence’ way before they contact you and too many bad reviews (or not enough positive news) is likely killing your prospects. With new content, the reputation management firm can use algorithms to replace the negative stories, pushing them further down the search pages."

 “The best way to push down the old content is through earned media placements. Bylined articles in verified press, opinion pieces, Q&As and industry interviews are the best tools for improving online reputation.”  

Journalists feel the pitches they receive from Public Relations professionals are not relevant to their coverage. 📰 

The Solution? Do your research and target 🎯 journalists who cover the topic or industry you're pitching, and know what (and how) they write! ✍ 

But how can we do that when we have to pay more than $6,000 per year in subscription fees to get past  the #paywalls? 💸  

I address this issue in my latest column in MediaPost's MediaDailyNews

Brian Hyland is the lead expert in this ROI-NJ story about the changing landscape of the public relations industry.

"While dangling from one of Arizona’s rocky cliffs, Brian Hyland’s client placed his climbing gear into a locked setting to answer his buzzing cell phone.

On the line was a Wall Street Journal reporter who wanted to talk about a product. In spite of the sheer drop beneath him, the vacationing company leader had been anticipating the call — and paused his ascent to go ahead with the interview.

His client’s willingness to go above — far above — and beyond that day earned Hyland, co-founder and CEO at Cricket Public Relations, a strong relationship with a reporter. As New Jersey’s newsrooms continue to shed the reporters they have on staff by the day, public relations professionals need those relationships now more than ever.