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News Blogging: How To Get Your Love, and Google Reader Blog

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Do you think that you help people you should Articles and reviews from the news that companies sued them over copyright issues? The search giant has no choice but to traffic to people who are prepared, their contents are available to send generous terms, and to prevent the indexing of content from other claim to copyrights. This is always a factor, the citizen-journalism online been. It turns out that allows companies, nonprofit organizations, religious groups and political campaigns and journalists, and that its journalism can only so much influence as journalists or citizens media moguls, if well researched and well produced.

The Origins of News Blogging

"News Blogging" is a term I invented more or less, a style of blogging, we stumbled on to describe in 2007, and then the sophisticated online PR company, Patron Saint Productions. Our process was innovative and our results were extraordinary, so I spun off the service in a separate company in 2010. I worked with a former employee to provide David Reich, SixEstate Communications. I think that news blogging is rapidly distributed in the coming years and we are a growing proportion of messages are produced by private organizations to see media do not. Let me explain why this happens.

No Time to blog

We came to blogging news when we found ourselves between a rock and a hard place with the new technology. The rock is blogging. It allows "principals" – CEOs, celebrities, speakers, politicians, etc. – to communicate directly with their constituents. The thing is, voters do not want hear from me, the PR man, the mediator. They want from the Big Kahuna or listen to himself. The hard place is that the Big Kahuna does not have the time or journalism Blog abilities effectively. The Big Kahuna to manage people to perform and managed companies do not write for the most part. You do not have the two hours per day concentration required to research and write a post worth reading.

Ghost Blogging Gets No Respect

The answers to some PR and Marketing departments of companies came up with bloggers was rent ghost, ghost blogging, but defeats the whole point of blogging, because readers hear directly from the Big Kahuna want. If you do not publish that you use a ghost blogger, you are violating all kinds of ethical guidelines regarding transparency, authenticity, and publication be prevented. You risk breaking securities laws. And you run the risk outed in a potentially embarrassing way. When you open you create a ghost-blogger, people lose respect for the credibility of the blog. While people are comfortable with the idea of politicians with a speech-writer, they are uncomfortable with the idea of blogs with Blogger Ghost, even When this fact is known.

Blogging the increasing importance of marketing

For my company, was the biggest problem that blogging is too important to leave to the principles. If the Internet will be how people discover and learn more about your organization and the primary means of Navigating the Internet is through search engines and the search engines show a strong preference for content on blogs, even then you probably should be blogging, whether the CEO's good or not, because you will not over time invisible. It is not that blogging is a good idea, it is disappearing blog. We found a way out of this narrow jam with news blogging.

Kaiser Permanente CEO George Halvorson type. Kaiser is one of the largest HMOs in the U.S. and Halvorson of the company is extremely Leader. In 2006 he put together an overview of what he thought was a convincing plan for health care reform, she published a book called Health Care Reform Now!, And pushed him into the center of the health care debate as U.S. presidential candidates have their stalls for the 2008 election. We are committed to this to push the program online.

Goldman Sachs and Blog Tours

I had stopped trips to a blog fiasco with Goldman Sachs vice Chairman Robert Hormats. If people believe there is no courtesy in the town hall meetings, they should see if the comment streams controversial figures blog tours. The ugliest Side of America is revealed in the anonymous nastiness that goes for the "discussion" over the Internet. There is no way I would recommend a top CEO try to engage in an open debate on the Internet about a topic, such as the health care reform, as a compressor motor. The conversation is dominated by crude and profane people, The Hunt removed the intelligent commenters.

News blogging is born

For Kaiser Permanente CEO George Halvorson, we proposed a compromise. We produce a blog, but instead did it as a ghost-written by someone to be George Halvorson, we would hire a journalist at the news blog, Halvorson and the "color commentary would add" if he had time, or if the message asking for him. At the time I had George "Loki" Williams on my statement. George runs the blog SocialGumbo – a top social media blog – and has a long history of investigative journalism on the local level. So I put it on health care lost.

"Riding the News"

Every day, Loki would ride with the news feeds for the greatest stories in the health care reform, please write them on the blog. His task was to find good journalism on this subject, abstract and they show it on the news blog. Rather than adding nor a voice, a survey by the blog to other voices, and as such it was quite successful. How successful? The screenshot below shows the Google Blog Search results. We were the number-one "Related blog" on Google for the term "health care" 30 days after we launched the blog to life.

The CEO Stayed Hands-Off

In 30 days we had a top-five health care blog. We did not want to lose that position for one year, and only because we stopped blogging. Our original contract was to produce on the news blog for 90 days. That was six months and then annually. In all of the time, Kaiser Permanente CEO George Halvorson, never recorded comment to the blog. There was no need to. In 2007, our experiment was terminated and a new way of blogging was born: news blogging.

It's not about you!

The way we do news blog, we do not cover news about the company. Our The aim was not to report on Kaiser Permanente. Our focus was on health care report and generate awareness for Halvorson recipe for change. By setting a journalist, we could be sure to get up a daily post on the blog, which is essential for search engine visibility, but it is difficult for clients to undertake. Each post contains News Blog:

1st Copyright Acceptable Image

2nd Optimized Headline

3rd Transparent Byline

4th News Post

5th Quote from the respected source

6th Citation News

7th Citation Image

It is about the News

To give one example, Loki setting up a Google Alert for "electronic health records would be to" see who is for this topic. Electronic Medical records or EMR, are an essential part of the platform and Halvorson have been accepted as an important issue in virtually every health reform proposal, in part because of the Halvorson's compelling evidence on the effectiveness and improved care, which they produce. When Loki found someone to make a credible news source that some of EMR has written, he would quote him or her on the news blog. Loki often add quotes by George Halvorson writings to his post, the customer integration exchange of the ongoing debate online.

Optimizing a blog post

What makes the process for us is complete when we hired a journalist hooks with the rest of our team. Loki suffers spellus cruel, which not only results but also in typing in an aversion to spell checkers. So before its published, his contributions were handed over to an editor, the amazing Rachelle Matherne, owner of FiveByFivePR. Rachelle was not just the spelling to resolve, though. She had fact-check, link check, grammar check, optimize case paragraph length, sentence length and keywords, categories and tags. Finally, tweak it had the headline and schedule the review for the release. We came so to use Rachelle's treatment, which none of us without a net blogs more – it's too dangerous.

Pictures, Will not You Get Sued!

Then there's the art department. We decided immediately that any contribution to a work of art, have had that went with the story somehow, and that we have had permission to use the technology. We have rapidly expanded the definition of art, pictures, videos embedding, slide shows or other visual component. Most of the art we found on Flickr with CreativeCommons.org, but we have several sources, both paid and free that we gain from it. We also have rules for artwork created credits and citations. It's still amazing to see just how many blogs use copyrighted Works without permission or are required. They are begging for trouble.

Good content is the best SEO

In the Over time we have observed, the formula based on the statistics refined. Each contribution has had a news quote from a credible news source and a link to this source. We found that, in which celebrities caused traffic to spike, then drop again. It is very tempting for the results to analyze traffic and engineering Blog posts in the Google Alerts pop, but remain the focus to be on good journalism. One of the main advantages of a news blog is that it is your view in the media. When a journalist visited your blog and see the posts are nothing but a bunch of keyword-store references to celebrity news, it does not advance your cause, although it brings Traffic.

A Visibility Machine

At one point, I stepped back and saw the animal I had created: News blog. What Amateur Blogger can play against a professional journalists, editors, editors, optimizers compete, analysts and traffic? Some amateurs can compete with pure passion. But there are only five top spots for each keyword or phrase. You have to manage multiple blogs, to afford the overhead of a blog-polishing department, but the rewards are worth it. If you a top-five run blog, you're not alone at the top of the blog search results for your perspective, but also the Google Alerts for this term, the e-mail to other people to observe these conditions will be sent.

The Power of Google Alerts

The reach of a top-five blog is breathtaking. They make not only the alerts for your target keyphrases. Because you are a "top-blog" You make the calls for almost everything you say. If you're a healthy restaurant mentioned on your health blog, you can hit the tenders for the name of the restaurant because you're a "top-blog." Your reach is also of RSS feeds that make it easy to make to analyze your content increased. Who would be for the term "health" with Google Alerts top blog entries to see from Kaiser Permanente's News Blog has been on daily headlines. This is why blogging is so important to chance. Blogging is the road to the Visibility online – if you actually blog gets your content in a number of search engine visibility and notification engines.

Adding Social Networking to Blogging News

Does this news blogging thing sounds like a monster you do? Let's add fuel the fire: hook up to the News Blog Twitter, Facebook and other social networks. The News Blog we for the radio industry, radio created in 2020, was our next big experiment. The following image shows the blog traffic graph if we use social networking subscriptions at the end of 2008. If you hook up to your blog social networks, you can blog in one place, and appear throughout Network to update a tweet or status, or a post.

Credible, reliable, transparent

If you're like me, your head is spinning right now. How could this be possible? How could corporate journalism more points than conventional journalism? Where's the credibility? The Reliability? The transparency? In blogging news, they are all there. We do not create stories, as much as the attention on them. This turns out to be a very valuable his service. In fact, that what is good news anchor, is not it? – Performs us stories, rather than the story. Our journalism wins because it is better produced, more precisely, "fair" than traditional journalism as we can not comment. We're cannon set. Our news does not have the Tendency of the expert or the authority of the CEOs. It's just the news. Told well. From an organization perspective, revealed transparent.

Is Corporate Journalism legitimate?

Is good news blogging journalism? Why is Rupert Murdoch's journalism better than, say, the United Auto Workers' journalism, when it comes to covering the auto industry? Both publishers have an agenda. Ratings is an agenda. The question is whether the agenda is revealed, and whether the news is reported good. After the Survey is that for journalism these days – video news releases from corporations who pay them, they have added as in news stories, sometimes even without disclosure – news blogging adheres to a higher standard. If your coverage is good and you are transparent, there is not no reason why your messages market should do just because it is produced by your organization.

Why search engines love Blogs News

Going one step further, I would add that search engines prefer news in this way messages from the old-fashioned way, with the gatekeeper stories that one price for admission. Search Engines People want the best number, authoritative responses for their search, but if they are prohibited from reviewing the content of your news, makes it difficult for them To know what you have and send your readers way. On the other hand, if your content into a blog, mainly produce copyright-free to see the search engines Index, and show it. Search engines such as reward, and those with significant provider of news and information targeted traffic.

Blogging News and public relations

Blogging News offers organizations the opportunity to PR, they have always dreamed of: the ability to tell the news your way. News Corp gets their say on Fox News, in The Wall Street Journal or the New York Post. Even Comedy Central is to tell the news their way through The Daily Show with Jon Stewart. News blogging, you can tell the news of your way to assist with professional journalists and editors and optimizers. As long as you is your well-researched News and well produced, and the process is transparent, you have made as much credibility as the messages from these companies. And you will with a premiere position in the search results be rewarded for your target keywords.

About the Author

Steve O’Keefe is co-founder and Chief Operating Officer of SixEstate Communications (http://sixestate.com), an online publicity firm specializing in professional blogging, called Newsblogging, and online media and blog outreach. Steve wrote the bestselling book, “Publicity on the Internet,” in 1996, which has been revised and updated several times and remains a bedrock text in Internet marketing. He also teaches Internet Public Relations at Tulane University, and has taught for Stanford University, UCLA Extension, the Public Relations Society of America, among others.

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