Category: Public relations

I read news from at least seven media outlets every day. I cannot tell you how many times it has helped me with clients and prospective clients to be up-to-speed on what’s going on in a cross-section of industries.

Still, I’m stunned how many PR practitioners don’t read the news. It doesn’t count to “read the news” based on what you see in your social media feed, as your connections may only be alerting you to trending topics, not necessarily important topics (push vs. pull).

Plus, anyone who practices media relations should get to know reporters’ names and beats, learn what direction the editorial board leans and get a sense of what types of stories the media outlet is willing to cover.

Don’t have time? That’s an excuse. You can always have the TV or radio on in the morning while you’re getting ready and/or during your commute, and it doesn’t take long to scan headlines while eating your breakfast.

On face value, SEO and public relations don’t seem like they can integrate, but I can think of a clear example.

One aspect of PR includes media relations. You work hard to pitch a story, and your efforts pay off when it gets placement, let’s say in a major publication like the Wall Street Journal. Even better, the author includes a link to your company or client’s website (in the online version of the story).

The inbound link is valuable because it means a third party is lending its credibility to your site, an important part of the formula that search engines use to rank websites.

This tactic is something that most SEO-only consultants can’t offer. Think of it as a value-add for working with a PR practitioner.