I was speaking with a management consulting colleague yesterday who heaped scorn on what is termed SEO PR or Search Engine Optimized Press Releases.
He is right in the respect that there is a lot of lousy content pushed onto the web. But ask yourself – why are people using SEO PR?
Why use SEO PR?
Because it works for the intended purpose.
Don’t confuse journalistic content with content publicized in different media for a different purpose.
For heaven’s sake – we all know that journalists are looking for a good story. The starting point is asking “what is the best media for this content?” in the context of a greater PR and digital plan.
Create a Plan
The first step is admitting to yourself that your client’s latest release about a minor partnership has about a snowball’s chance in h*ll of being picked up by any traditional media source. Chances are good your client knows that too – they are looking to you for advice and a plan.
Ok – so now what? If you are locked and dogmatic about traditional models – you determine that “this is not news” and move on.
OR – you can recognize that it is STILL news for your client’s customers, stakeholders and a specific niche audience. Everyone benefits by consistently building a web presence and backlinks.
The goal then shifts – it becomes about putting the story out in different ways in alternative channels for a different purpose. And doing specific steps to amplify the message on the web (and yes, in social media) rather than folding your tent because the client doesn’t have a newsworthy story!
Match the media and the message.
Is there a difference between an article picked up in the New York Times and one on an authority site in your client’s niche? Of course. And I argue that both channels have a purpose – whether it is within the PR spectrum or whether you are a management consultant designing a product launch strategy.
So before being too dismissive of SEO PR – work with the client to nail down their goals and decide on a digital strategy that will provide results.
Not every release is news worthy…but I bet you already knew that, didn’t you?
Terry Rachwalski is a certified management consultant in Victoria, BC specializing in business development and building a web presence for her clients.
Photo courtesy Carmichael Library’s photostream