Search engine optimization (SEO) skills are important to add to the PR repertoire. Lee Odden explains why in a TopRank Online Marketing Blog post.
Reaching both journalists and potential customers directly becomes more feasible in these digital times. Both are increasingly active on the Web and SEO can help attract them to your client's business. Copy written, and Web sites and blogs launched, with SEO principles in mind can greatly extend your reach, Odden advises.
His seven reasons why PR people should have SEO skills are:
• Reach journalists where they're looking
• Search extends reach of PR and communications
• Increase unsolicited media placements
• Bypass media channels: direct to consumer
• Optimized PR facilitates marketing goals
• Protect your brand & online reputation
• Demonstrate more value from PR & Communications
Of course, you need to be attuned to computer creativity to do SEO well, but we doubt there are many practitioners in PR these days who aren't computer savvy. That's become an essential part of the trade.
"As budgets are cut in Marketing and Public Relations departments," Odden writes, "PR needs to do a much better job of showing value."
Search engine skills are arcane and demanding enough that they're bound to impress employers and clients, and they get results, as well.
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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