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Posted on 09.30.2009
What Your PR Firm Doesn’t Want You to Know About Google
No one likes to give away trade secrets. But this little PR nugget is too valuable to keep to ourselves.
Google is a PR practitioner’s best friend.
Oh sure, everyone knows that Google provides convenient access and bite-sized information on a wide range of valuable topics. For essentially any industry, you can learn about competitors, research best practices, uncover lawsuits and much more.
But Google offers an amazing service that can also help monitor a company’s presence in the news and on the web.
will automatically notify you anytime new Internet results are discovered that match your criteria. Google searches for the latest relevant results on news sites, blogs, in videos and online groups. It’s a convenient way to keep track of developing news stories, stay current on a competitor or industry or monitor your company’s presence on the web and in the news.
To set up an Alert, simply visit the Google Alerts
home page, enter your search terms, the type of alert you’d like (web, news, video, comprehensive, etc.), how often you’d like Google to check for results and your email address. Once you’ve completed these steps, Google will immediately begin its search and notify you automatically anytime new results are discovered.
To search for industry news or to narrow your results, you may want to visit Google’s Advanced Search
page to learn how to refine your parameters for more targeted results.
So why should a PR firm handle your media monitoring if you can do it for free?
In most cases, PR firms have access to more robust monitoring services. Such services can be rather costly if purchased direct, but agencies are often able to achieve a volume discount they can pass along to their clients. Through these comprehensive monitoring services, we’re able to:
• access news from subscription-only publications and news outlets that do not publish online;
• execute more sophisticated and targeted searches;
• research past news stories;
• analyze coverage and compare against competitors;
• prepare advertising equivalency reports;
• monitor social media sites.
In the end, it depends on how important monitoring is to you and your company. Google Alerts are a great way to stay on top of company and competitor news, but if you’re looking for the most extensive coverage and analysis, leave it up to your PR pros.