Public relations (PR) or media relations has long been treated as its own world, separate from marketing. It was viewed as being about name recognition and industry credibility, not something as mundane as lead generation.
But as the world has shifted from marketing brochures and printed trade publications to everything online, the connections between PR and marketing have become more apparent; that white paper may be a lead generation asset, but it can also be used to pitch a bylined article. An online ad may be marketing, but the credibility built through PR makes prospective buyers more likely to click on it. A news release may be designed to get media coverage, but it can also create valuable backlinks for SEO.
In the online realm, PR, search engine optimization (SEO), social, advertising and marcom are all vital and intertwined elements of web presence optimization, and as such need to be measured and managed to coordinate efforts for maximum online visibility.
So how exactly does PR support SEO efforts? How can media relations skills be leveraged in social media? What do PR pros need to do differently to support online journalism? What are today’s best practices for B2B PR?
Find the answers to those questions and more here in seven recent expert guides to social and online PR.
8 Steps to Leveraging PR for SEO by iMedia Connection
Noting that news releases incorporate three elements that search engines love—trusted backlinks, social sharing, and fresh content—Krista LaRiviere provides a brief but helpful eight-step guide to improving rank and traffic to optimized content through the proper use of news releases.
7 secrets of a master digital storyteller by Get in Front Communications
Susan Young explains the concept of brand journalism, which “allows your company to tell its own story in an engaging way that we’ve never experienced before,” then reveals seven “secrets” of master brand storytellers such as “a master storyteller weaves images, video, audio, graphics, and other social tools to make stories pop and impact people.”
Why PR Should Take Social Media Seriously by jeffbullas.com
After advising PR professionals to take social media seriously due to its believability, efficiency and leverage, Jeff Bullas outlines eight major social media channels and contrasts their level of influence with the waning reach of old media. He ends with a discussion of PR values of new media, including Twitter, where “you are able to listen and to respond to what people are saying about your brand in the market place within seconds with worldwide reach.”
10 Simple Strategies To Boost Your B2B PR Campaign by Marx Communications
Wendy Marx offers 10 tips for amplifying hard-earned media coverage, such as promoting your press in your blog, spreading the word via social media, linking to your news from appropriate LinkedIn groups, and “Rework(ing) an article to function as an abstract for a speaking proposal.”
PR Pros Not Keeping Up with What Journalists Want by Spin Sucks
Gini Dietrich reports on recent research showing that “Eighty percent of journalists you’re working with in your media relations efforts want images and nearly that many also want video,” yet among PR professionals, “only four percent (believe images are) important to journalists and just a little more than half (56 percent) routinely add images to their media relations efforts.” And even among Fortune 500 firms, “Only 24 percent of the company sites offer images and 22 percent offer videos.”
Best Practices In B2B PR by Fast Company
Wendy Marx interviews Brian Kardon, CMO at Lattice Engines and formerly with Eloqua and Forrester Research, about PR and its integration with B2B marketing, social media and lead generation efforts. Among Brian’s recommendations are that B2B companies should partner with their outside PR and marketing agencies (“get to know them as people”) and should “Be generous to your influencers. Give them credit. Compliment them. Never shill for your company or products. Be helpful and genuine.”
12 Perspectives on How B2B SEO Can Better Support PR & Communications by Search Engine Watch
Derek Edmond shares guidance from a dozen PR experts including Stacey Acevero (it’s “essential for B2B PR, marketing and communications teams to have a concrete understanding of SEO elements – it results in a much more harmonious process”) and Elizabeth Sosnow (“You may not be a Sherlock Holmes fan, but you probably know that he couldn’t make it very far without his loyal wingman, Watson. B2B PR folks really need SEOs to help them solve mysteries for their clients”).
Tags: best guides to social PR, best practices for B2B PR, Brian Kardon, CMO at Lattice Engines, Derek Edmond, Elizabeth Sosnow, expert public relations guide, Gini Dietrich, Jeff Bullas, Krista LaRiviere, secrets of master brand storytellers, social media relations, social PR guides, Stacey Acevero, Susan Young, Wendy Marx