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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Business Casual What Is It?

Posted in Advice and Counsel on May 10th, 2014 by M.Perini

by Michael Perini, ABC
Perini & Associates

Aloha Friday.  Dress Down Day.  No Ties Friday. Casual Friday.  You might have a day at your work place that has been allowed by the boss to show up in casual work attire.  In the past few years many businesses have been loosening the dress code.  Business casual has become the “new norm,” according to Vetrepreneur Magazine.

So what is business casual?  “Each generation seems to have a different idea of what is acceptable in the workplace,” said Jennifer Cohen, 24 years of age, who worked at a marketing firm as reported in USA TODAY.  “People my age are taught to express themselves, and saying something negative about someone’s fashion is saying something negative about them,” she said.

As business casual has become a staple of the office, here is what I have learned having been in jobs working for the government, academia and small business.

1.  There is no clear definition.  This leaves a gray area of what is and not accepted by your boss.  Suggest to your boss to make rules clear.

2.   A great question to ask:  “Will this outfit get me through an unscheduled meeting with a client or an off-chance lunch with my firm’s CEO?”  Remember, legal issues can arise when it comes to dress policies.  “Employers who enforce dress codes on women but not men risk sexual discrimination claims, and companies also can get in trouble for taking some steps, such as banning styles that are worn as part of religious beliefs,”  according to Stephanie Armour, USA TODAY.

I agree with Tricia Ross, a fashion expert, as reported in her September 2013 guest column from Vetrepreneur.

Business Casual is NOT:

  • Casual clothing that is suitable for the beach, yard work, dance clubs, exercise sessions or sporting events.
  • Clothing that is too tight, torn, dirty or too revealing.  Business Casual
  • Jeans, sweatpants, exercise pants or shorts.
  • Athletic shoes, flip-flops, slippers and any shoe with open toes.

Business Casual IS:

  • Clothing that is neat, clean and pressed.
  • Classic vs. trendy.
  • Cotton or mixed-blend slacks, or chinos with a belt.
  • Slip-on or casual shoes with socks.

Example Outfit:

    • Khaki or cotton pants
    • Long-sleeve, button-down shirt; polo shirt or knit shirt with a collar
    • Sweater
    • Leather shoes and belt

Source included:  www.gijobs.com/heck-business-casual/

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Live! New Twitter Format and Perini & Associates

Posted in Company, Social Media on April 25th, 2014 by M.Perini

Check out our new company Twitter profile using their new format! You might want to follow us as there is often new content that is not posted anywhere else by us.



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Let Tech Inspire You for Valentine’s Day

Posted in Advice and Counsel on February 13th, 2014 by M.Perini

From subscription boxes to spa weekends and beyond.  Why not give tech for Valentine’s Day. Remember the holiday falls on a full Moon…so, why not think tech gifts for guys and girls.

Source: Tech gadgets for Valentine’s Day.  Source:  Jennifer Jolly/Special for USA TODAY


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Super Bowl Hype: Lessons for Small Business and Nonprofits

Posted in Advice and Counsel on February 1st, 2014 by M.Perini

by Michael B. Perini, ABC
perini & associates

Regardless of who wins, if you are reading this then my assumption is that you are a Super Bowl friend.  Your reasons might be among these three or ALL of them:

1.  The teams playing in the game.
2.  The TV commercials
3.  The HYPE — or excessive publicity!

Again, regardless of the outcome on the field there are some great lessons that can be applied to business and nonprofits.

The teams playing in the game.  Your small business or nonprofit is always on the field.  Am I correct?  Your opponents are your competition, customers and/or supporters.  Every day you open your door you have to have a winning game plan; you have to perform.  A takeaway from the Super Bowl is the intense preparation by the two team.    The strategy.  Professionalism. Focus.  Practice.  All the hard work. Finally, the execution.  I suggest you use that same approach.

The TV commercials.  Yes, there are resources involved.  From production costs to paying for airtime.  This year, the average cost of a 30-second commercial will be about $4 million, or $133,000 per second, according to advertising experts.  Again, there is a lesson for the business owner and nonprofit executive when watching the game’s commercials.  The costs of these, or ANY ads are meaningless if they don’t work. Let’s put the costs behind for a moment.  I want you to look at three key elements when viewing them:  1.  The creative ideas behind the commercial.  2.  The target audience that the producers were going for.  3.  Did it bring emotion or a call to action for you to buy something or support a cause?  You can produce the same effective commercial, much of the time, without all the extra expense.  True, you might have a national and international audience viewing the commercial, but really, does your local business or nonprofit need outreach 1000 miles or further away from your store or office front?  Again, there are firms right now that are producing and airing effective and efficient commercials that are just as impactful.  One other takeaway from the Super Bowl ads.  You should use social media to buildup your ads or distribute a news release about your ad before it airs.  Use YouTube, Facebook and other platforms as teasers.

The HYPE — or excessive publicity!  “Super Bowl hype is the sound of America’s conversation with itself,” wrote Mike Tanier, author of The Fifth Down, The New York Times N.F.L. Blog.  The game and all of the ancillary events — commercials, pre game shows, media sessions, parties, overpriced tickets, celebrity beach football and so on — become side shows.  However, with excessive publicity there is a risk that needs to be understood.  Exaggerated or extravagant claims made especially in advertising and promotional material can backfire.   If you, as a business owner or nonprofit executive, can not deliver then the claims that you are making are misleading and your bottom-line for customers and supporters will be negatively impacted.  You all know when there is too much hype.  So, why not use those good instincts in defining your own publicity and promotional policies?  It really makes sense to do so.

Footnotes:  Ok, one Superbowl commercial for now.  “Ellen Reveals Her Beats Music Super Bowl Commercial”…. Enjoy the Game and all the hype!

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Think Your Smart Phone Can Control Everything? Well, Yes!

Posted in PR-Marketing Technology on January 10th, 2014 by M.Perini

At CES 2014 see how your cellphone is becoming your remote.

Source:  USA Today TECH

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Wearable Tech. Yes, a “smart band”

Posted in PR-Marketing Technology on January 10th, 2014 by M.Perini

Razer debuts wearable tech at CES 2014.  It is not a fitness board.  It is not a smart watch it’s a smart band.

Source:  USA Today TECH

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3D Printing is Not Just for Geeks

Posted in PR-Marketing Technology on January 10th, 2014 by M.Perini

From CES 2014, the world’s largest electronics show.

3D Printing isn’t just for Geeks anymore!

(Source:  USA Today “Tech”

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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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New Perini & Associates Podcast: PR and Marketing

Posted in Advice and Counsel, Un-Category on November 15th, 2013 by M.Perini

Due to popular requests we started an audio podcast.  Use this link to subscribe — FREE!   Or  click on the “podomatic” icon on the home page.  You will find useful tips and information relation to all aspects of public relations and marketing.  Please email us if you have any topics you would like us to consider:  customer service@periniassociates.com



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