Getting the most out of existing PR

[Dan-Petrovic]

I am currently compiling material for a creative session where I will sit down with our client's PR team and look at ways to maximise SEO value while they do their usual PR work. Apart from obvious link inclusion in the written material (resource box / in-text) what are the other tactics that can be used to help SEO?

I am not only thinking about content but also distributiuon and technology / platform as well.

My (random) thoughts are around:

• Talking about specific website locations, features, media
• Generating curiosity
• Using existing media contacts and chanels as link opportunities
• Using interesting and user-friendly yet smantically rich content
  • Use of synonims
  • Referring to related terms and concepts
• Integrating social media
• Referring to PR material in blog and social media? (maybe bad idea)

Note: I've recently been introduced to platforms such as HARO and MyBlogQuest (by Peter Gregory in this related posthttp://www.seomoz.org/q/are-press-release-sites-useful) and wondering if there is anything else out there that's new and exciting?

[goodnewscowboy]

I've avoided answering as I don't have any new thoughts to offer Dejan, but as your Q remains unanswered I'll at least add my two bits:

If I had a client that had a dedicated PR team, I'd task them with blogging for the client as well as being the clients "voice" on social media (specifically Twitter, Facebook and LinkedIn) I'd also give them the job of tracking the clients reputation.

One last item. I'd task them with the job of bringing fresh donuts to all meetings

[Dan-Petrovic]

Haha... thanks. It's really strange that nobody jumped in to offer answers. I'm really not expecting profound knowledge a single basic thought or a tip will do. As far as the PR team goes, they actually have a dedicated person for blogging and social media. The only thing is that I am not sure if the two departments communicate regularly. There's an idea.

[krissy-cca]

On the generating curiosity have you looked at including QR codes etc on promotional material. It always makes me curios when there is no explanation of what it is for so usually I end up scanning it. Not too sure it will directly affect SEO but I'm just throwing ideas out there!

[NicoleMunoz]

Here are some ideas!

1. Each Press Release re-written for on-site content also. The distributed press release can also summerize a deeper quality article placed on the clients site.  So... they get a topic... write an awesome article for on-site content, write a summary piece for a press release that links to the on-site content. The social media team links to both the press release and the on-site content to get it indexed and create buzz. Teach the social media team to ask questions like.. what do you think about this... to engage the audience.  They should not just be saying.. go check this out.  The on-site content should also be on a blog platform to encourage comments and participation.

2. PR team should look for local opportunities for your client to participate or sponsor.  If your client can sponsor a local event, most have a website and one of the requirements for the sponsorship should be an SEO friendly link back to the site.  This all ties into the Press Release strategy above. You can do a write up on the site about the sponsorship then a press release about it and so on.

3. The PR team could be tasked with reputation management and owning your brand in the space.  They should go out and register yourname.wordpress.com for example and post some basic content on it for reputation management.  You want them to take preventive measures so that if someone does come out with something negative about your client, you have a network of sites you can quickly build links to to push up in the results to push the negative stuff down.  Posting the press releases etc on the network of sites could also fall to the PR team.

Hope that helps!

Nicole

[Mikpam]

Our colleagues have already some great suggestions so i would just like to add an idea to this discussion. You could engage bloggers or resources related to your niche and try to convince them to be advocates of your campaign . Easier said than done right? This is a process as the sell should be later on in the relationship and reciprocation is to be initiated on your end first. Aside from the usual press release an engagement campaign would be beneficial if the resources are there. Bloggers and resource sites are always "jonzing" for content but you have to pass the initial blocks hence the need to form symbiotic relationships. I'm not suggesting link exchanges at all but offer them something beneficial to them something like sponsoring a meet up or event .

Hope this helps

[tomcraig86]

Our PR and SEO team is almost one dedicated time. Many business do most trading online, and as a result of that, that's where we concentrate our efforts. Most of the news and PR we put online also goes into the offline channels though!

Infographics, Viral campaigns, competitions are all good things to consider too.

[Robert_Nemec]

My best advice is to send press releases in HTML with appropriate links.

Many journalists work in a style "receiving press release -> CTRL + C -> CTRL + V -> making some small changes -> publishing."

The old-style PR workers send just press releases in MS Word. The new style is to send both MS Word and HTML. The journalist just copies the pure and perfectly coded HTML file into their CMS and publish them. The journalist save a lot of time by coding and you get the point.

[Dan-Petrovic]

Thanks Nicole those are great ideas.

[Dan-Petrovic]

You mean to include QR code as part of the press release somewhere at the bottom?

[Dan-Petrovic]

Love the idea, have you got an example of engagement strategy / approach?

[Dan-Petrovic]

Which online channels do you use for distribution?

[Dan-Petrovic]

Do you get PR people to HTML the PR material or is it passed through designers to do that? I'm experiencing some resistance in learning HTML and even using visual editors to include HTML links.

[krissy-cca]

Yep, or on anything extra you're going to do be it print etc

[Robert_Nemec]

We aim to create the material and distribute them through PR agencies of our clients in HTML.

If we are not the creator, we get the material in DOC, optimize it and send it in HTML to the PR agencies.

However, one of our large clients, has an worldwide system from which you can dowload material in HTML, optimize it and send in HTML to their local PR agencies or upload back to the system.