As a SEO professional, you may be surprised to know that most of what we do for search engine optimization is actually press reporting or PR. In fact, many of you have never thought that way. However, better it is for us to get out of our preconceived concept about PR. Sooner we throw away the old, rotten idea and adapt to a new one, better it will be for us to gain most from its application and best practices.
However, it is unfortunate that despite evolution in technology and channel of communication, there is lack of acceptance on our part. We must understand though a massive change has already taken place in the way we now communicate with people, it ultimately gets down to a basic – a person is talking with another one. The PR experts know it better how to work with people. Social media is basically a communication channel that can be utilized by PR professionals, lead generators, customer-service spokespersons – in a word, SEO professionals.
PR Strategy – Basic Concept
Public relation too is not a science but an art. There are strict guidelines in regards to XML sitemaps, duplicate content, less time in page loading and many other aspects of search engine optimization. However, in absence of any strict guideline, PR method can vary significantly.
Here we have summed up a step-by-step process of a PR strategy build-up that will produce best results.
It makes no sense to create a PR strategy without having a clear understanding of what you want to achieve. Remember, PR is meant to get coverage that would be compatible with a company’s business strategy and marketing objectives as well as support the same.
Identifying Target Markets
It is must for a PR team to do research and prepare a list of the target customers depending on your objectives..
Message & Positioning
Once you are clear about your objectives and have identified the target market, the next task for your PR team is to determine the positioning, which implies how you will brand your content, product or company to the target consumers.
Creating Media List
Next you should compile a list of outlets, which the identified target consumers will go through. The importance of this step can’t be stressed enough. While preparing media list, you should always remember that time is one of the most limited resources. The challenge is to optimally utilize the time for your PR purpose. Your PR team could send generic press release to multiple outlets through a wire service or alternatively, they could pour all of their effort for a highly desired single outlet.
PR Development & Pitching
It is the last stage that requires you to create pitches and PR. Sometimes, a single PR will be enough. However, it will be more effective if you focus your effort on unique, customized press release for every reporter or each kind of outlet.