PR’s Kickin’ it “New School” with Social and SEO

The New Face of PR includes Social Media and SEO

“Public relations helps an organization and its publics adapt mutually to each other.” It only makes sense PR use both social media and SEO (otherwise known as marketing) to build bridges between the public and brands.  The convergence of PR and marketing have changed the face of PR and here’s what it looks like today:

PR and SEO

Effective PR specialists make smart use of SEO employing it on all digital material. Why? Because their target audience, journalists, diligently use search to find their content. TopRank’s Lee Odden writes “According to a study by Bulldog Reporter/TEK group International, 64% of journalists report that they use either Google or Yahoo! News services and nearly half of all journalists reported visiting a corporate website or online newsroom at least once a week.” SEO improves search engine ranking, makes content easier to find and increases a brand’s chances of being discussed, backlinked, listed, or quoted on a newsworthy internet publication.

  • Press releases/news releases
  • Onine op-eds/letters to the editor
  • Online news rooms and media kits
  • Corporate site PR content
  • Blogs
  • Reports/white papers
  • Webinars/demos
  • Email newsletters
  • Interviews (coach interviewee on keywords)
  • Podcasts/Internet radio shows

PR, SEO and Social Media

Effective PR specialists use social media in order to build relationships, share their brand, and manage their brand’s reputation. Effective use of social media often results in the elusive and much coveted backlink (an SEO must-have) completing the circle of PR, social, and SEO. Let’s break this down so it’s easy to understand.

1.  They participate in an authentic and compelling manner on blogs and other platforms like Twitter, FB, and LinkedIn. (Don’t forget, if it’s digital, it’s searchable which means it should be optimized for search.) It is on social platforms PR and marketing specialists slowly grow an audience for their brand. This is where discussions are started, complaints are heard, and questions are answered. Special note: Journalists monitor and search social media for material.  As smart PR specialists monitor and respond in real time to conversations about their brand, they’re setting a PR precedent – soon to become a standard for good business. Every consumer counts and PR specialists who leverage social media know this. Social media is a remarkable reputation management tool and PR essential.

2.  They share useful, compelling content with their audience which their audience shares with others. Instead of pushing ads, smart brands regularly create fresh, search engine optimized content that attracts. Why? Because people appreciate it when they learn something new, are able to do things more easily, or better understand something. Smart brands use their own channel to initially share this information and then use other social platforms to disburse it. The result: As PR specialists provide valuable, optimized content on social media they generate organic traffic, leads, and conversions for their brand.

3.  Top Ranks’s Adam Singer best sums up the remarkable results that come from PR’s new school approach here: “The ideal case is your digital presence is remarkable enough to inspire organic PR across channels – both traditional and digital. If you can achieve that, traditional push tactics become less meaningful as you’ll become in-demand. Instead of seeking media, media will seek you. If you can achieve this, your PR shifts from something very tactical to something far more strategic….”

October 16 – 19 thousands of communication professionals will converge in Washington D.C. to attend the Public Relations Society of America’s 2010 International Conference where renowned speakers will share cutting edge social media and SEO strategies. When TopRank’s Lee Odden threw down the gauntlet offering a free pass to two lucky winners, I was compelled to meet his challenge and write this post. Located in East Berlin, PA (a mere 2 hours from Washington D.C.), I would love to attend the PRSA conference which would further enable me to do what I enjoy most – educate my readers. Please help me win a “golden ticket” and furiously share this post on all of your social media platforms TODAY. Yes, you can help me win! Thanks in advance my friends and, if I go, you will surely hear more about it.

Many thanks to all who helped spread the word – Lee Odden and his TopRank team selected this post as one of the best from their sea of entrants. I did attend the PRSA conference and enjoyed my experience immensely.  Since then I have written two blog posts about the presentations I attended – one was even featured on PRSA’s Comprehension blog.


About Catherine Lockey

Catherine Lockey @oz2designs | oz 2 designs LLC

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39 Responses to PR’s Kickin’ it “New School” with Social and SEO

  1. Chris Paulsen October 7, 2010 at 2:38 pm #


    This post is very helpful for anyone looking to improve their PR and marketing. I am new to both and learn a lot each time I read your blog. Thanks for sharing and best wishes on the pass to the conference.


  2. John Fox October 7, 2010 at 3:02 pm #

    As of 2010, I am new to SMM; am still on a huge learning curve. This was helpful. Best wishes to you.

    John Fox

  3. David Lesault October 7, 2010 at 3:03 pm #

    Great advice! Create fresh, new and interesting content and your visitors are much more likely to return. There are too many blogs and websites which recycle content and ‘autoblog’ just to serve ads.

  4. Julie Weishaar October 7, 2010 at 3:28 pm #

    Hi Catherine,

    Great post – “Instead of seeking media, media will seek you” = attraction marketing for PR. The Internet is taking over the world isn’t it? All industries will need to become students of the “new school” in order to maintain a competitive edge.

  5. TG - Mark October 7, 2010 at 4:27 pm #

    Great Article and Great advice!

  6. tilga October 7, 2010 at 6:34 pm #

    Awesome! Helpful info I can use when I get my IBO up & running :)

  7. Keyuri Joshi (on the ball parent coach) October 7, 2010 at 6:48 pm #

    Vital information in this post. I found the statement “authentic and compelling manner” regarding social media participation most intriguing. There is another blog post in there as to how exactly to accomplish this.

  8. Mark October 7, 2010 at 9:01 pm #

    It’s a whole new world for PR. Sadly I think many PR people have yet to fully grasp the web, let alone social media.

  9. Steve Ayton October 8, 2010 at 6:25 am #

    Always looking for more info on Social Media Marketing. Very, very helpful. Thanks

  10. Renee Foley October 8, 2010 at 8:06 am #

    I find myself quizzing everyone I know in business about the benefits and features you highlight. Good luck with the winning ticket!

  11. Bob Lampo October 8, 2010 at 10:33 am #

    Great article and advice. The days of the 30 second commercial are over. We have about 3 seconds to get someone’s attention now and not much more to get our message across.

  12. Sherryl Perry October 8, 2010 at 10:38 am #

    Excellent reminder to keep your SEO strategy in mind at all times. Thanks for the timely post Catherine.

  13. Jeannette Paladino October 8, 2010 at 10:52 am #

    I chaired the PRSA International Conference back in the ’80s. My, how things have changed. No more print invitation and communication is conducted electronically among members. I think social media and email has helped the organization to improve dramatically as courses can be offered online and the old information center is accessible without having to visit headquarters.

  14. Catherine Lockey October 8, 2010 at 2:13 pm #

    @everyone I really appreciate you took time out of your busy schedules to read and comment on this post. Thank you so much. :)

  15. Susan Oakes October 8, 2010 at 2:28 pm #

    Hi Catherine,

    I tweeted the link yesterday so I hope you win. Good information here and if you think about it there are many opportunities for PR to take advantage of if they embrace this new school approach.

  16. Paul Novak October 8, 2010 at 2:43 pm #

    Good reminder for those who think optimizing their site content and design is all there is to it. ALL content should be set up with SEO in mind if it’s to produce the best possible results. With news and content seekers relying on things like Google Blog search, Alerts, and the like,if you don’t aim for the best search returns in all mediums you’re losing a lot of the benefit your content has to offer. Well done Catherine.

  17. Tia Peterson October 8, 2010 at 3:37 pm #

    Congratulations on your win and I hope to meet you at the conference!


  18. Catherine Lockey October 8, 2010 at 4:05 pm #

    Thanks Tia – Congratulations to you as well!

  19. Michele Scism October 9, 2010 at 5:21 pm #

    Hey Catherine – Great post. I can’t wait to share it with all my social media networks. :)) Michele

  20. Dennis Salvatier October 11, 2010 at 10:38 am #

    Very useful information. Especially to those who are just getting started. Congratulations on your win!

  21. Ron Gentry October 11, 2010 at 4:34 pm #

    Catherine, Good blog info on Social Media and SEO, Marketing. Thanks for educating this manufacturing guy. Good Luck in the conference contest. Best. Ron G.

  22. Catarina Alexon October 13, 2010 at 9:54 am #

    So happy you won Catherine! You really deserve it!

  23. Rob Franta October 14, 2010 at 7:20 pm #

    I love it, if it’s digital it should be optimized for SEO. This is my fav thing you wrote in your post. Sol many people are leaving so much on the table by not having basic knowledge of how to optimize for SEO. As little though and time during the creation process can pay big in the long run.

  24. Latief@Simple Blogging Tips October 29, 2010 at 6:05 am #

    Great Title! I thought you were talking about Page Rank Catherine 😀
    Yes social media is very important now as long as we know how to use it.


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