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PR and SEO integration

PR and SEO integration






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    PR and SEO integration PR and SEO integration Presentation Transcript

    • Why should traditional and digital PR be integrated?
    • What is PR? Think of the term PR literally.
    • It’s communicating a message to the public.
    • Effective PR uses every communication vehicle available.
    • Traditional PR uses media. Digital PR is direct.
    • What is digital PR?
    • Digital PR is… sharable, social, interactive, democratic, and (if done well) viral.
    • Blogging Micro-blogging Social networking Photo sharing Video sharing Podcasting Social bookmarking SEO & SMO Forums and much, much more.
    • Decide on the message, draft content.
    • Identify a target channel and audience.
    • Research the channel and optimise the message.
    • What is PR’s role in the digital realm?
    • The same as traditional PR. To communicate to the public.
    • Let’s look at three key aspects of traditional PR, to prove why integration matters.
    • Awareness. Often a cornerstone of traditional PR…
    • The Daily Mail printed a piece of questionable news about Nick Clegg.
    • Within hours the #nickcleggsfault hashtag was a top trending term
    • Crisis comms. Digital PR is faster than traditional PR...
    • But that’s not always a good thing, particularly if you don’t ‘get’ digital.
    • Nestle’s share price…
    • ROI. ‘That’ controversial question finally has an answer…
    • Sony. £12.5 million from an integrated PR campaign.
    • Then there’s SEO.
    • Socially optimising PR for digital use accelerates SEO by building credible links.
    • So what am I actually saying?
    • Alone, both traditional and digital PR are effective, but limited.
    • United, they are a powerful communication vehicle.
    • Ultimately, ‘digital’ is simply another communication platform, like print or TV.
    • The digital world is no longer optional.
    • “ The marketing budget is now skewed towards integrated campaigns…Even if we decide to run a big above-the-line campaign or focus on TV, we’ll apply social media amplification.”
    • The future is about synergy and integrated comms.
    • And I’d be no good at ‘digital stuff’ if I didn’t put this on…
    • Slideshare.net/danjstreet