Sometimes those seeking media placements employ less-than-clean-handed approaches. In one example, in July, a freelance journalist revealed that a well-known London-based communication agency offered him financial rewards for featuring companies it represented in his articles.
That story raised questions (and tempers) about relationships between writers and agency reps, particularly those who cut corners and use dishonest earned media tactics.
So, let's spotlight how communicators can pursue earned media placements legitimately. Backlinks, SEO and Brain Engine Optimization (BEO)–more on this below–can result in coverage without 'paying' journalists.
PR and SEO: an harmonious link
Research shows organic search accounts for more than half of web traffic. As such, SEO’s importance in B2B PR is clear. Indeed, 60% of communicators affirm that PR and digital marketing should work more collaboratively.
SEO should start at the content-generation stage. Focus on keywords for every format–whether a press release, article, blog, or a tweet. However, this doesn’t mean keyword overkill or adding words that dilute the content’s meaning.
Instead, you will have better luck with carefully crafted copy that ties your B2B organization to keywords with core industry and market-themed links. Consistently appearing on authoritative third-party domains with content ranking high due to SEO will help your company demonstrate industry leadership.
Powering search engines–the brain
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