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.