Traditional public relations best practices evolved from a period in time where the press hit was a flash-in-the-pan. You’d get your press hit and that was the end of it. If it was a hit in the press, you’d get a “tear sheet” and buy a few copies of the newspaper or magazine, and that was it. If it was broadcast news, pre-internet, you’d order a Beta or VHS tape of the clip LOL.
Now PR and Digital PR are forever. Here’s a video I produced while stuck at home during the Covid-19 pandemic. I produced it because one of my websites ranked well for searches around press releases and the ### signifying the end of the press release.
This video goes into the strategic reasons you should think about PR very differently than you may have in the past, and why a team that understands SEO and Social Media should be involved in your PR efforts.
Every PR hit you get is an opportunity to:
- get the PR and direct visibility
- get another slot in the Google or Bind SERP (Search Engine Results Page) for an important set of keywords
- get a link back to your website from the PR hit (not all the time) or at least a partial citation
- use your social media to promote the PR hit
- pay for boosted social to amplify your PR
- a great blog post on your site discussing the PR and perhaps adding commentary
- an asset your sales and business development team can use as social proof
Some businesses use the PR for investor relations or HR as well.
PR and visibility is a multi-functional asset, don’t just use it and toss it.