This document provides an introduction to public relations (PR) and why it is important for search engine optimization (SEO) professionals. It defines PR as the planned effort to build goodwill and understanding between an organization and its key audiences according to the CIPR. Common PR activities include positioning an organization, protecting its reputation through crisis management and policies, and promoting it through earned media, social media, and events. The document suggests that PR can help SEO by improving online content quality, ensuring PR supports SEO campaigns, and creating new revenue opportunities for SEO agencies.

1. What is PR? A guide for SEO Professionals 09/03/2011 @SEOPRTraining

2. Contents What is PR? CIPR definition Position Protect Promote Why does it matter? 09/03/2011 2 @SEOPRTraining

3. 09/03/2011 3 @SEOPRTraining Public relations is the discipline which looks after reputation, with the aim of earningunderstanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Source: CIPR (Feb 2011)

4. So what typically do PR people do? Each case is different, but let’s talk you through some possibilities…. 09/03/2011 4 @SEOPRTraining

5. Help position an organisation, company, individual Identify what makes them special Identify their audiences and what appeals to them Identify key stakeholders and their needs (staff, stock markets, industry bodies Look at what their competitors are doing and ‘differentiate’ Audit current (and past ) reputation and activities Distil ‘messaging’ Identify the ‘stories’ we want to share as proof points 09/03/2011 5 @SEOPRTraining

6. Help protectan organisation, company, individual Internal communications CSR (corporate social responsibility): assess who is affected by their actions, and how anything potentially negative can be changed or mitigated Crisis management: planning and implementation Media (including social media) policies and training: help prevent mistakes and make the best of opportunities Financial PR/stakeholder communications Values programmes 09/03/2011 6 @SEOPRTraining

7. Internal communications Media relations Social media outreach Financial PR Lobbying Investor relations Sponsorship Events Stunts Speaker Platforms Analyst relations 09/03/2011 7 @SEOPRTraining Promote Word of mouth Experential Mobile Thought leadership Online engagement

8. Making the most of clients’ marketing spend ie better service Improving quality of on-line content ie more credible results Ensuring that PR works with/for SEO campaigns ie better results Revenue opportunities for SEO Agencies ie better bottom line 10/03/2011 8 @SEOPRTraining Why does PR matter for SEO people?

9. Call or email us to find out more about the concepts in this introduction info@seoprtraining.co.uk +44(0)1420 540227 10/03/2011 9 @SEOPRTraining Contact SEO PR Training Prepared by Claire Thompson, SEO PR Training