Public relations (PR) or media relations has long been treated as its own world, separate from marketing. It was viewed as being about name recognition and industry credibility, not something as mundane as lead generation.
But as the world has shifted from marketing brochures and printed trade publications to everything online, the connections between PR and marketing have become more apparent; that white paper may be a lead generation asset, but it can also be used to pitch a bylined article. An online ad may be marketing, but the credibility built through PR makes prospective buyers more likely to click on it. A news release may be designed to get media coverage, but it can also create valuable backlinks for SEO.
In the online realm, PR, search engine optimization (SEO), social, advertising and marcom are all vital and intertwined elements of web presence optimization, and as such need to be measured and managed to coordinate efforts for maximum online visibility.
So how exactly does PR support SEO efforts? How can media relations skills be leveraged in social media? What do PR pros need to do differently to support online journalism? What are today’s best practices for B2B PR?
Find the answers to those questions and more here in seven recent expert guides to social and online PR.