When a company executes the right public relations strategy to create a public relations campaign, it’s likely that the story will start spreading throughout media outlets.

During that time, it’s important for companies to take advantage of all the attention they’re getting to generate a long-term boost to the overall website authority that they have.

They can also use that promotion to further promote themselves on other channels as well.

Building Links

One of the first things that companies can do after they’ve released their public relations messages and started generating some media coverage from the right outlets is to look at Google News and the Fresh Web Explorer.

Additionally, by using Google News, companies can also set up alerts for the company’s name so that they don’t have to keep track of any mentions manually.

Then, whenever the company gets mentioned, or even its campaign, the business can send out an email to the journalist that created the article, or even the outlet itself and ask for a link placement inside that article.

There’s no need for the company to go out of its way to get that link placement or do something unusual.

That’s because all that a business needs to do is note that the company’s name has been mentioned inside the article, and then ask whether the journalist or the outlet would be willing to add a link to the company’s website so that any potential readers can find additional information if they want to research the subject further or learn more about the business.

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By phrasing the request in this manner – as a way to benefit the readers of the outlet and of the article – companies increase their chances of getting that link placement, simply because the outlet or the journalist sees a great incentive to do so.


Any successful public relations campaign tends to generate a lot of website visitors for businesses. To take advantage of this increase in website traffic, companies can create their own blog posts that they’re going to share on the business website.

Inside that blog post, companies can add more details regarding the information they’ve already shared through their press release.

This allows businesses to give even more relevant information to anyone that wants to learn more about the business itself, the public relations campaigns, or even the company’s solutions.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.