Separate from -but often working alongside- a paid media campaign, public relations energy is spent generating “earned” or free media coverage from appropriate outlets. This field has taken on incredible importance in the new world of search engine optimization (SEO) as media coverage is given high priority for search engine ranking. Let’s break down what public relations entails and how it can benefit your business.
The two most important reasons for a strategic public relations campaign are credibility and search engine optimization. Journalists or bloggers talking about a company or product offer far more believability and value than a paid advertisement on a website or billboard. Similar to word-of-mouth (a.k.a. referrals), if a reporter covers a company and offers praise, it can go a long way towards establishing positive relations with the public.
Search engines like Google place a heavy emphasis on media coverage. No matter how many press releases you may distribute in a month, it will never carry the same weight as an organic story written by a journalist. The more media coverage you can reap, the more Google will like your website. When it comes to search engine optimization, a well managed media campaign can offer excellent benefits to coincide with your onsite SEO, blogging, social media, and other paid media strategies.
We constantly grow and maintain a list of media contacts that will be put to work for your benefit. Whether addressing a crisis involving your company or the launch of a new product, our team of professionals will incorporate free media coverage into your marketing efforts. Our relationships are for your benefit.
May 22, 2018
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