As we continue to mourn the impending death of print (or at least the decrease in its popularity), one thing is for sure: for PR/Media relations to work effectively, a strong online presence must be acquired. The concept and practice of SEO (Search Engine Optimization) is certainly not new, and it has become a necessary element in the PR toolbox.
SEO helps PR professionals think in terms of their audience. As chief communicators, we’re increasingly challenged not just with our style of writing, but more so with our understanding of what our audience is searching for on the Internet. How we make news and how it is delivered is only one part of the equation. Nowadays, we are constantly thinking who is reading our news (=press releases/announcement), and most importantly… is that actually relevant to that person (=reporter, writer, site visitor, etc)?
We now train ourselves in writing optimized press releases, rich in links and tags, in order to maximize our message’s viral ability. By thinking in terms of our audience, we can create and deliver news that is important.
Don’t underestimate good media relations and PR: in the world of blogs, Twitter and Facebook, getting a message or news item to someone who is actually searching for it is a huge feat.