PR is typically about generating awareness, but today can it afford to be when every marketing dollar is being fought for and digital efforts can back up their spend with hard ROI? We need to continue to make strides in the ever-perpetual struggle to prove the ROI of PR campaigns and befriending digital, specifically Search Engine Optimization (SEO), is the best place to start.
According to a recent study by the Association of National Advertisers (ANA) there is widespread consensus that public relations can most effectively show its value by clearly documenting how it directly supports measurable business objectives and improving the measurement of results. It’s not surprising that the report confirms that members of the C-suite, agency clients, and other stakeholders all want to know whether the money, time, and energy that went into a campaign changed consumer behavior and, more importantly, generated profits. So how can PR practitioners answer this call?
Incorporating SEO strategy into PR campaigns is the first step to proving ROI.
At Agency 451 we optimize PR efforts, from pitching to news releases, by leveraging the power and analytics of SEO. It’s a simple practice that is all too often overlooked. If more practitioners, especially those in a leadership position, made the time to build a bridge between PR and SEO it would benefit their brand(s) immediately (helping to quantify results beyond impressions) and benefit their budgets in the long-term (proven winners get more dollars). So what’s the intrinsic connection between PR and SEO? Quality content. Google dictates SEO rules and its #1 requirement is good, quality content. This is what lands you at the top of page one on a SERP (Search Engine Results Page). And we all know the first thing people do when looking for a way to solve a problem, find a service, buy a product—they search online. PR has the potential of being the greatest creator of quality content and backlinks with high authority, meaning PR is one of the strongest sources for increasing a company’s search engine ranking. Want to know more about the specifics of leveraging SEO?
It’s possible to tie PR’s value to measurable business objectives by leveraging digital.
On Wednesday, July 19, 2017, I invite you to join me in NYC for an interactive workshop discuss specifics on how you can leverage digital strategies to demonstrate the ROI of PR. I will explain how marketers can employ key SEO tactics to optimize and measure their campaigns; giving you takeaways you can implement immediately.
To register: http://bit.ly/SEO-Secrets-NYC-July-19
Warwick New York Hotel (65 W 54th St. at 6th) Suite 2121
Session time offered: 8:30 AM or 11:30 AM