Businesses are struggling due to Google's recent algorithm updates, with significant declines in search engine traffic. Many companies, especially those reliant on SEO, are facing existential threats as their visibility plummets. Anti-PR emerges as the disruptive solution to combat these challenges, offering a way to fight back against the shifting digital landscape. Karla Jo Helms, CEO and founder of JOTO PR Disruptors™ emphasizes the necessity of mastering public opinion and leveraging authentic, disruptive stories to navigate and thrive amidst these changes.

TAMPA BAY, Fla., July 2, 2024 /PRNewswire-PRWeb/ -- The decline in traffic that thousands of businesses and web publishers have experienced in recent months might just be the tip of the iceberg: Gartner (1) predicts that by 2026, publishers' search engine volume will plummet by 25%. This shift has hit companies hard, especially those heavily reliant on SEO techniques for lead generation. "This is not the first time that Google's algorithm caught online marketers off guard, and it certainly won't be the last," says Karla Jo Helms, Chief Evangelist and Anti-PR® Strategist for JOTO PR Disruptors™. "Media is undergoing a new revolution driven by the generative AI boom, and Google's updates aim to prioritize its business model: quality content. In this evolving landscape, resilient strategies like Anti-PR are more crucial than ever," she highlights.

Businesses have raised concerns about perceived disparities in treatment following Google's changes. Many claim that the search engine has been redirecting more content to Reddit, which signed a $60 million partnership with Google in February (2) and, according to Semrush, saw a 126% growth in traffic from Google Search. (3) Additionally, Google's Search Engine Generator (SGE) displays article-length content directly within search results, further reducing traffic to publisher and businesses domains.

Helms acknowledges these challenges but emphasizes, "Whining won't solve it. If companies want to navigate this storm successfully, they need to master public opinion." She points out that this presents a unique opportunity for truly disruptive companies, especially those with innovative ideas. "They possess what Google, the media, and the public crave during this time: authentic and disruptive stories. They just need the right ally to get them out there."

Enhancing Search Engine Success with Anti-PR
Anti-PR is a strategic approach that goes beyond traditional public relations by leveraging crisis management techniques and media algorithms to create resilient, authentic, and consistent publicity for businesses. Unlike conventional PR, which often focuses on maintaining a positive image through controlled messaging, Anti-PR emphasizes the power of disruption. It aims to shape public opinion by crafting compelling narratives that resonate deeply with audiences, especially in times of media upheaval.

Helms, founder and CEO of JOTO PR, states, "We have been using Anti-PR to disrupt narratives for more than a decade." She explains that her agency has successfully navigated multiple economic crises, consistently applying Anti-PR principles to ensure their clients not only survive but thrive. During the 2009 financial crisis, the 2016 political disruption, the 2020 pandemic and the current generative AI-driven upheaval, JOTO PR has maintained its effectiveness, proving the robustness of the Anti-PR approach.

While traditional PR strategies often crumble under the pressure of rapidly changing media landscapes, Anti-PR allows companies to navigate the challenges posed by Google's new algorithm. This forward-thinking strategy thrives by embracing changes and using them to its advantage. By fostering genuine, engaging stories that capture public interest, Anti-PR ensures that businesses stay relevant and visible.

Case in Point: Anti-PR's Impact on Industry Leaders
"There's no more space for smoke and mirrors in PR. Google is penalizing marketers who insist on pushing 'BS' first party announcements", Helms stresses.

InfoBionic is an example of what can be achieved though Anti-PR strategies. Through targeted media campaigns, this company solidified its position in the remote cardiac monitoring industry. "Our influence is now palpable," said Stuart Long, CEO. JOTO PR has helped this company during its transition from focusing solely on remote cardiac monitoring to a broader platform encompassing other devices, ensuring their narrative remained consistent.

Technologent, an IT solutions provider specialized in enterprise-class infrastructure and data center solutions, utilized JOTO PR's Anti-PR Strategy to achieve a significant and measurable increase in website traffic, showcasing the effectiveness of well-crafted PR in driving digital engagement. "With JOTO PR's Anti-PR Strategy, we've gotten media exposure that increased our website traffic by 266% in 8 months," stated company spokesperson.

The Key Advantage in an Algorithm-Driven World
Anti-PR strategies can be employed strategically to help SEO marketers gain valuable exposure while they plan and execute their own shifts to Google's changes. From a broader perspective, Helms points out: "Tech development used to be the point of differences but in this fast-moving environment, where technology is improving so quickly, it doesn't necessarily give companies the edge any longer. That's why public opinion has become a greater differentiator than ever."

About JOTO PR Disruptors™ 
Founded by PR veteran Karla Jo Helms, JOTO PR Disruptors™ emerged from extensive market research with CEOs of fast-growth companies. The agency combines crisis management skills with advanced media algorithms to develop Anti-PR® campaigns. Based in Tampa Bay, Florida, JOTO PR is globally recognized for its innovative Anti-PR services. More information is available at http://www.jotopr.com.  

About Karla Jo Helms 
Karla Jo Helms is the Chief Evangelist and Anti-PR Strategist for JOTO PR Disruptors™.   She learned firsthand how unforgiving business can be when millions of dollars are on the line—and how the control of public opinion often determines whether one company is happily chosen or another is brutally rejected. Being an alumnus of crisis management, Karla Jo has worked with litigation attorneys, private investigators, and the media to help restore companies of goodwill back into the good graces of public opinion. Helms speaks globally on public relations, how the PR industry itself has lost its way, and how, in the right hands, corporations can harness the power of Anti-PR to drive markets and impact market perception.

References:
1. Hochberger, Eric. "Don't Be Distracted by Cookie Drama. Google's Search Changes Are the Real Existential Threat." AdExchanger, 20 May 2024, adexchanger.com/the-sell-sider/dont-be-distracted-by-cookie-drama-googles-search-changes-are-the-real-existential-threat/. Accessed 28 June 2024.
2. Hamilton, David. "Reddit Strikes $60M Deal Allowing Google to Train AI Models on Its Posts, Unveils IPO Plans." AP News, 22 Feb. 2024, apnews.com/article/google-reddit-ai-partnership-a7f131c7cb4225307134ef21d3c6a708.
3. Germain, Thomas . "Google Just Updated Its Algorithm. The Internet Will Never Be the Same." bbc.com, 25 May 2024, bbc.com/future/article/20240524-how-googles-new-algorithm-will-shape-your-internet.

Media Inquiries:
Karla Jo Helms
JOTO PR™
727-777-4619
jotopr.com

Media Contact

Karla Jo Helms, JOTO PR™, 727-777-4629, khelms@jotopr.com, jotopr.com

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