Online search is a central path to information for all key audiences. Nobody questions that, least of all those who are charged to manage their brands’ reputation.

When it comes to earned media strategies, though, search is not factored heavily by most communicators. Misunderstandings and a general feeling that so much is out of their control are the common reasons.

However, there is huge untapped potential for PR pros – and this eBook, Search: The Answers You Need, presented by Five Blocks in partnership with PRWeek, is a roadmap that will help combat misperceptions and provide tactical guidance that will change the course of your comms efforts.

Toward the end of last year, more than 200 senior-level comms pros took a survey, offered by Five Blocks and PRWeek. We sought to discover where industry leaders stood on search, both strategically and in practice.

The data gleaned – which is shared in detail within – was not only enlightening, it helped shape the content of this report to optimally provide the counsel you need to think about online search in a way that will help your brands as never before.

The power of Google is known by all. On these pages, though, you will come to better understand how the platform chooses what to display, including on its Knowledge Panel, which is prime real estate communicators can use to benefit their brands.

Much attention is also paid to Wikipedia – how to avoid the pitfalls and take advantage of the vast potential.

Advice is also shared on how to proactively use online search in crisis situations, to manage risks and seize opportunities. 

Strewn throughout are powerful nuggets of wisdom from Five Blocks founder and CEO Sam Michelson such as: “It starts with thinking about Google as an answer engine.”

We are proud to present this eBook to you because we also believe that on these pages starts your newfound appreciation and application of search to boost your earned media efforts.