The Importance of Digital PR and SEO

There are some major differences between traditional and digital PR, with one of the main ones being digital tools such as backlinks, SEO, domain authority, and more. Additionally, these days, PR, social media, SEO, and content marketing are more intertwined than in the past, through utilizing all of the aforementioned tools in singular campaigns or promotional efforts.

Public Relations and Search Engine Optimization

For effective SEO practices, a company has to have a strong content strategy and deep understanding of its target audience. However, both of those tasks also relate to public relations, as having a deep understanding of the target audience allows PR professionals to create content strategies that relate to each group of targeted consumers.

In today’s climate, PR professionals often work closely with SEO professionals in attempts to inform all public relations efforts and strategies with reliable data, and to more easily achieve organic search improvements.

Another key point that connects PR and SEO is a company’s authority, as another goal of public relations is to build links for a company through positive media coverage. When PR professionals work together with SEO professionals, it allows for a company to keep close measurements of those links, and for them to understand how effective the links  are.

Working Niche

One way that companies can achieve more success through SEO and public relations efforts is by offering the target audience a unique value through a company’s links. While each business has its own working niche, and most markets are crowded, an easy way for any company to stand out is to offer potential consumers expertise or ideas on topics that haven’t been covered by a competitor.

One of the easiest ways that companies can do this is simply by putting relevant keywords into a search engine box and seeing what type of questions consumers have about that industry or niche.  Providing those consumers with reliable and valuable answers to those questions means that the company is able to create more brand awareness and increase its market authority.

Format vs Story

Before any other title, PR professionals are essentially storytellers, and their job is to tell the stories of brands and corporations in ways that are relevant and exciting for the target audience. Journalists and media outlets, in general, are constantly looking for interesting content and stories, while the format of a campaign tends to be secondary.

Although having interesting visuals or tools that allow the audience to interact with the campaign is always beneficial, they should also add editorial value to the story of the campaign itself. As long as a company has an interesting story, it can be supported with a strong PR campaign and relevant data, which will attract audiences and media outlets.

Finally, no matter how slow a digital PR campaign might be when it comes to reaching the target audience or getting positive media coverage, it’s essential to see it through completely. No matter what happens during a campaign, companies can learn plenty of things in the aftermath, especially in terms of which strategies did and didn’t work.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
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