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Public relations activities can add a massive boost to your SEO rankings as well as getting you in the news.  And don’t just think press releases, think digital content instead. Anything that can be searched can be optimised, and that only presents opportunity for us web savvy PROs to add value to our clients online coverage.  Journalists and buyers alike are all searching for their latest product information and news online these days, so you need to make the content published to the web as part of PR efforts easy to find via search engines.

Examples of what you need to think about optimising include:

• Press releases
• online newsrooms
• press kits and packs
• blogs
• features and case studies
• white papers
• webinars
• newsletters
• videos
• podcasts

Digital assets such as audio, images, video etc can be optimised for SEO and promoted for use outside of PR too, aim to get multiple bang for your bucks.  Embed them in eNewsletters or turning page brochures for maximum impact across the sensory continuum.  It will build credibility and story telling.

Of course, there is a careful art in the creation of keywords and phrases and this should be managed, evaluated, recorded and reviewed as professionally as all your other PR activity. More later …..

For more advice, visit our website Changeworks Communications.

After working hard to put together a strong pitch, Changeworks Communications (of which I am MD) has won a national contract to handle the PR for The National Skills Academy for Manufacturing. 

As well as setting up a dedicated online media centre, Changeworks will generate regular regional, corporate and digital stories to support awareness of The Skills Academy, an organisation tasked by the Government to deliver an independent national standard for training in the manufacturing sector.   As well as maximising traditional channels of trade press, regional and national press, Changeworks and using online PR channels and campaigns to maximise coverage for the employer-led organisation.

Read the full release on our media centre.

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The rules of PR have changed overnight and if you don’t understand how to use PR 2.0 and embrace online communications you’ll miss out on many benefits for you and your clients.

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Find out more about Changeworks Communications.

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We attended the Fuel conference in London on 13 June.  Transparency, integrity and interaction with customers was high on the agenda.  In this podcast we talk to Keir Whittaker from Carsonified, the organiser of the Fuel conference, about how Web 2.0 tools can help a business fuel its communication.