Why should you set up Google alerts for your company, your market arena and your competitors?…For this edition of Professional PR, I wanted to tackle more in-depth how you can successfully use a free tool like Google alert – http://www.google.com/alerts to keep abreast of all the industry news and burnish up your own industry profile.
I referenced using Google alerts in an earlier post and wanted to revisit the power of the alert and how to set up some good ones to use to proactively empower your PR efforts.
The first thing you’ll want to do for your Google alert is your company name. Then you’ll want to tackle words associated with your industry vertical.
So for example if you’re a company focused around health foods or diet foods a big buzz word in this arena is satiety. To keep tabs on all that is being produced Web wise around this word you would simply do a Google alert on “satiety.”
The alerts produce a digest version of all the news that’s newsworthy. I recently consulted with a company called Phytobase Nutritionals, who is becoming very recognized in its niche of satiety products and by implementing a Google alert system, they have been able to more effectively craft their newsworthy efforts around this arena and proactively respond to the industry.
When you’re looking for a free way to monitor your arena or if you’re on a very limited PR budget, then this is one way you can easily and quickly keep abreast of your vertical.
You might also use Google alerts to follow your competitors and enter some of their names as well so you’ll be tuned in to any press releases or news coverage they’re garnering.
Any time your company is covered in an article keep the link on file. With those links you can begin to build a “We’re In the News” page on your site where you can maintain all the news your company is garnering. We’ll cover why it’s important to have this page on your site in an upcoming post. And if your company does not currently have a web site, then don’t despair, just keep up a good press clippings folder offline.
Now go and set up those alerts!