ePerini Readview: PR’s Impact on Search Results

Posted in Advice and Counsel, PR-Marketing Technology, Public Relations News on May 12th, 2014 by M.Perini


Worth reading or viewing

Worth reading or viewing


Occasionally, we at perini & associates will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development. This “eperini Readview” references a article from PR Newswire relating to brand mentions  as part of its patented search algorithm, validating PR’s impact on search results–mbp





Posted on  by Sarah Skerik

In a patent for search engine ranking methods that was granted on March 25, Google codified the role earned media plays in search rank.  The patent describes how the search engine values “implied links,” which it describes as a reference to a target resource [i.e. a web site or web page] such as a citation, but does not include an express link to the resource, as part of its process for determining the search rank of a web page.

What are these implied links?  In a nutshell, they are relevant earned mentions, and run the gamut from media pick up to references on blog posts to mentions in discussion groups.

“What does all this mean? It means that once a connection is made by someone typing in a brand name or other search query and then clicking on a site it creates a connection in Google’s eyes,” SEO expert Simon Penson explained in a Moz.com post about brand mentions. “The search engine can then store that info and use it in the context of unlinked mentions around the web in order to help weight rankings of particular sites.”

The implications for public relations are significant.  The mentions your PR campaigns create in turn generate audience activity, which Google watches in the aggregate and uses to inform search results.

In an excellent blog post on this topic titled, “Google Validates that PR is SEO in Patent Filing,” Christopher Penn of Shift Communications concludes:

“Google is publicly acknowledging that every time your brand gets a mention in a story, that counts as an implied link that affects your SEO, that affects how many links there are to your website, which in turn affects how well your site shows up when someone is searching for your brand. In short, PR is SEO (or part of it). It singlehandedly validates all of the PR that you’ve generated for your brand, all of the mentions and citations that you’ve accrued through hard work, great products and reputation, and effective public relations, even if you didn’t necessarily get an explicit link in the coverage.”

Read more


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ePerini Readview: 10 Brands that Changed the World

Posted in ePerini READVIEW on December 4th, 2013 by M.Perini
Worth reading or viewing

Worth reading or viewing




Occasionally, we at perini & associates will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development. This “eperini Readview” references a article from ADWEEK relating to brands that have “determined who we are.”  See if you agree–mbp





Contrary to legend, Jeff Bezos doesn’t do everything right.

When he quit his Wall Street job in 1994 to move to Seattle and start an online retail company, the first name he chose was Cadabra (as in abracadabra.) When someone confused it with “cadaver,” Bezos changed his mind, opting for Amazon.

The name is apt in many ways. While Bezos picked it so it would come first in a site search list (back then, they were alphabetical), he also liked it because it contained an “a” and a “z,” the thinking being that Amazon would one day sell everything, and all over the world at that.

Today, that is precisely what Amazon does. Need a lawn mower? An aspirin? A sweater for your dog? How about an e-book and an Amazon Kindle to read it on? With just a few clicks, any of these items is yours.

It’s not hard to guess what this formula hath wrought. Amid grumbles of Dickensian labor practices and driving mom-and-pop stores out of business, Amazon rules the global e-commerce kingdom. Its computers get some 35 orders a second, filled from warehouses in 18 states and 14 countries from Costa Rica to Luxembourg.

Amazon today does about $70 billion in sales. (When the site went down for 49 minutes earlier this year, it lost upwards of $6 million.)


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ePerini Readview: Why You Should Spend Time With Business Planning

Posted in ePerini READVIEW on December 1st, 2013 by M.Perini
Worth reading or viewing

Worth reading or viewing



Occasionally, I will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development. This “eperini Readview” references a blog article relating to small business planning.  See if you agree–mbp





“How Dismissing Business Planning Can Hurt Your Business

by Tim Berry, Guest Blogger, Small Business Association

If you’re still thinking of a business plan as a formal, static document, then you’re sadly out of date and you’re missing out on real business planning, which is a management process that makes your business better.

That old-fashioned business plan document was not uncommon about a generation ago. It is now. Back in the 1980s, as the personal computer industry took off, the big business plan document was a common part of the typical high-tech startup’s efforts to raise capital as risk investment. Venture capitalists and angel investors expected it. But as the rise of online changed the business landscape, time frames and attention spans shortened, physical locations became more frequently virtual cyber locations, real business planning evolved.”


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Video Games: Will They Last?

Posted in ePerini READVIEW on June 27th, 2013 by M.Perini
Worth reading or viewing

Worth reading or viewing

Occasionally, I will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations, marketing, organizational communication and business development.

This “eperini Readview” references a polygon.com article relating to the history of video games.   Tell us about your first video game–mbp


“Video games aren’t made to last.

The vast majority of floppy discs aren’t readable by today’s computers. Hardly a year goes by before another online game disconnects its servers, closing its doors to faithful players. Small teams of independent developers release their titles on digital marketplaces without any physical copies to accompany them.


In a digital age where data erodes faster than it can be stored, the collected creativity of thousands of developers could someday be lost for good — unless we find a way to preserve it.

To most people, history means looking to the past. But to the researchers and archivists at the International Center for the History of Electronic Games, history means opening their eyes to watch it unfold all around them.

They’re analyzing. Researching. Taking it all in. They’re recording it as they go. They’re creating a library — half physical, half digital — to chronicle the ongoing evolution of video games.

The men and women of the ICHEG are hard at work. The process is anything but stable. But they’re learning as they go, adapting with the project, going with the flow.

And it’s a lot harder than they thought it would be…”  Read more

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ePerini Readview: 63% of travelers read print newspapers during hotel stays

Posted in Research on June 7th, 2012 by M.Perini


Worth reading or viewing

Occasionally, I will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations. This “eperini Readview” references a USA TODAY article about how travelers habits and print newspapers–mbp

A full 63% of travelers read print newspapers during their hotel stay, according to USA TODAY’s just-released study of traveler habits.

Additionally, 50% of frequent businesstravelers and 45% of frequent leisuretravelers report reading print newspapers more while traveling than at home.

Highlights of the study results include:

  • 77% say that news help them stay in the loop so they don’t feel disconnected from what’s going on
  • 87% of regular mobile smart phone or tablet users say they appreciate the convenience of receiving USA TODAY newspaper at their hotel
  • 62% say that news connects them to issues and people across the country
  • 86% say USA TODAY helps them keep up with the news when traveling
  • 85% of hotel guests read USA TODAY at some point throughout their stay
  • 77% of all travelers prefer to have the complimentary hotel newspaper delivered to their room
  • 61% of travelers don’t want to be overwhelmed with information but would rather have news highlighted in an organized fashion.
  • 7 in 10 travelers chose USA TODAY as their preferred newspaper over other newspaper titles
  • 70% of travelers have taken action after seeing an advertisement in the USA TODAY newspaper within the last 12 months

Do these stats surprise you?

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ePerini Readview: Why There are Too Many Smartphones

Posted in ePerini READVIEW on March 1st, 2012 by M.Perini


Worth reading or viewing









Occasionally, I will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations. This “eperini Readview” references a MACWORLD article reprint from PCWorld.com about how smartphones are hurting consumers–mbp

I would like to hear from you.  Do you agree?

by Ginny Miles, PCWorld

You just got the latest and greatest smartphone—one with a gigantic display and a dual-core processor. For three months, you’re the happiest geek in town. Then an almost identical phone comes out, for the same price, but with a quadcore processor and an even bigger display. Oh, and it’s a 4G LTE phone. Now, your 4G HSPA+ phone on the same network feels like a piece of garbage. And you’re stuck with it for nearly two years—and maybe even longer because now you’re afraid of falling into the same upgrade trap. Sound familiar?

Last year, new phones seemed to be coming out every week. Perhaps the worst case of upgrade insanity involved the Motorola Droid Razr. Back in November, it was one of the hottest phones on Verizon. But it had one big issue: battery life. Over 3G and Wi-Fi, the battery lasted a reasonable amount of time. But over 4G, games killed the battery; and during my hands-on testing, when I streamed a video clip longer than 5 minutes, I saw significant loss of battery life.

Still, customers seemed pretty happy with everything else about the phone, and it sold like hotcakes.  Read more

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Perini & Associates: ePerini Newsletters Available FREE

Posted in Advice and Counsel, ePerini READVIEW on February 16th, 2012 by M.Perini









Visitors will find previous editions of ePerini Newsletter in this archive.

Perini & Associates is a full-service public relations and marketing firm.  Review ePerini for ideas, tips and research relating to all aspects of PR and marketing.  When ready, give us a call and we can guide you.

Remember, we are taking public relations to new levels!

Click here

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2012 is Next: Legacy Year for Public Relations

Posted in Business Development, ePerini READVIEW, pclips on December 30th, 2011 by M.Perini

As we move into our third year of business – it’s not lost on me that our clients have made our company successful!  My associates and I deeply appreciate you trust and loyalty.  I have included the logos from our 2011 clients below.

For our supportive readers and those of you who summit comments to this blog — WOW! When I started blogging two years ago I could not have imagined that I would have grown such a super group of followers.  We have nearly 1000 of  you who follow us monthly and I have posted nearly 1,500 comments.  Again, thanks for your time and commitment.

As a result of the interest to our posts, we have started posting videos and other articles by industry experts.  You will find these items in pclips and ePeriniReadview.

I am very interested in hearing from you as to what you would like for me to discuss during 2012.  So, please share.  Tell others about the value of the blog(s) to your business, special event or issue.

For prospective clients, we ask that you check us out.  We are a full service public

relations firm ready to help business owners — small or large; event organizers; non-profits; local, state and federal agencies.  We have the experience. We are creative.  I promise that we will listen to you!

I believe that 2012 will continue a growing trend for faster and more value-added communications.  As a result, more specialized public relations and marketing methods are required to be successful in maintaining andenhancing relationships.  Public relations needs to be more personal.  Focused.  Cross integrated with traditional approaches.  We can successfully chart a course for you during this difficult time.

Let us take public relations to new levels in the New Year!


Michael Perini, ABC
Perini & Associates

pclips logo
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ePerini-Readview: How to Measure Internal Communication

Posted in Advice and Counsel, ePerini READVIEW on October 6th, 2011 by M.Perini

Worth reading or viewing

Occasionally, I will recommend a  news article, book, blog post, research or a short video clip to view relating to public relations. This “eperini Readview” references a IABC, CW Bulletin about how to conduct an internal communication, or employee survey–mbp

by Peter Hutton

Which channels or sources of information do your employees trust, and which do they treat with skepticism? How many employees read your staff newspaper, use the company intranet and attend team briefings? What do they get from these communications, and how would they improve them? How many staff are aware of your company’s vision, values and objectives? Do they buy into them, see them as realistic, and believe management lives by them?

Does your staff feel that they are listened to and that their views are valued? Is your internal communication strategy working, and how can it be improved? How engaged are your staff with the business?

It would be difficult to answer any of these questions with a high degree of confidence without undertaking an employee survey. A survey can provide powerful evidence to support your communication initiatives with senior management and give you added confidence that your efforts are paying off.

To get the most out of an internal communication survey, you need to be sure to 1) ask the right people, 2) ask the right questions and 3) interpret the findings correctly.

Asking the right people 
Who is your target audience? Is it all employees or a particular group—e.g., those in a particular department or location? Having defined your target audience, it is important to get as many people to participate as possible; a low response rate means your sample is likely to be skewed to a particular type of employee, and your survey results will not fairly reflect the views of all staff. Many elements can affect the response rate, including the amount and tone of communication running up to the survey, the involvement of line management and survey champions in encouraging responses, the use of incentives, and the wording of the questionnaire.

Asking the right questions
A well-designed questionnaire will make staff feel their views matter and provide you with information that you can use confidently in making decisions. A poorly designed questionnaire will leave staff wondering why they should bother taking part and provide little, if any, use to management.

Questionnaire design requires specific skills. The kinds of questions you ask in surveys are quite different from the kinds of questions you ask in everyday conversation. Survey questions need to be precise, unambiguous, efficient in the way they capture information and, in most cases, should employ answer categories that can be used to quantify responses. Thus, most survey questions include predefined answer categories in the form of graduated scales (e.g., very satisfied, fairly satisfied, etc.) or lists from which respondents can select their answers. These are often complemented by a few open-ended questions that invite staff to answer in their own words.

Choosing the right question format is important and will vary according to the kind of information you require. Attitudes and opinions are usually measured using balanced scales. The most commonly used is the agree/disagree scale: strongly agree, tend to agree, neither agree nor disagree, tend to disagree, strongly disagree. The advantage of this type of question is that you can ask about almost any topic simply by drafting statements reflecting what a member of staff might say (i.e., ”How strongly do you agree or disagree that…?”) However, be careful not to overuse this type of question in your survey. Just presenting a number of agree/disagree statements will give you a lot of measures but not necessarily the right ones. Such statements often measure symptoms rather than underlying causes, yet it is the underlying issues you often need to understand.

In any case, this type of question is often not the best way of measuring attitudes or opinions about company communications. If you want to know how well your managers are seen to be displaying certain desired behaviors (e.g., involving their staff in key decisions, giving them feedback on their performance, etc.), it is better to use a rating scale such as “very good” to “very poor.” If you want to know how useful staff find different forms of communication like team meetings or the intranet in helping them to do their job more effectively, then a usefulness scale (e.g., “very useful” to “not at all useful”) would be more relevant.

To measure your employees’ knowledge or understanding of company information, you’ll need a different kind of question. You might simply ask staff if they have ever heard of or are aware of a number of items (e.g., the company’s code of conduct or corporate values), or you might employ a more subtle scale that distinguishes between those who know them well enough to recite them down to those who have never heard of them.

Ultimately, communication is designed to influence how people behave, and most internal communication questionnaires can benefit from including behavioral questions. Again, scales can be devised to measure how often staff attend team meetings, access the intranet, have appraisals or read the staff newsletter. These can be followed up by questions designed to understand better what benefits employees feel they derive from these vehicles or why they rarely, if ever, use them. It is important to know, for example, whether they do not access the intranet because they have no means of doing so, they have never been shown how to, or because they do not believe there is anything of value on it.

Prompt lists can be useful here, such as listing possible reasons why staff may not use the intranet and asking them to select the ones that apply in their case. The nature of list questions is that staff can express relevance or priorities. For example, you might list different channels of communication and ask which staff prefer to use for different kinds of information. Alternatively, you might list different online and off-line channels for delivering the staff newspaper and ask which they most and least prefer.

Interpreting the findings
What you read into the findings of your survey depends a great deal on having asked the right people the right questions in the first place. Unless your objectives are very simple, it is usually advisable to draw on expert advice. Often, the obvious way to ask a question is not the way that collects the most useful information. One question might take 20 seconds to answer but could produce either one or a dozen items of useful information depending on how it is constructed. It may be clear and obvious what an answer means or it may raise so many questions about its meaning as to be useless for any practical management purpose.

Peter Hutton is founder and managing director of BrandEnergy Research Ltd., based in the U.K., and author of the book What Are Your Staff Trying to Tell You?

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PR Tips, News and Information: ePerini

Posted in Advice and Counsel on September 15th, 2011 by M.Perini

Go to this link to get the latest issue of “ePerini”.  You may also subscribe to this great resource for public relations and marketing news, tips and information.  Just click on the link in the newsletter.  Want to view past issues.  Click here.  mbp

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