Why PR Pros Need to Integrate Social, SEO, and PR

Guest post by Ronn Torossian of 5WPR.

This is a guest post by Ronn Torossian, founder and CEO of New York’s 5WPR.

Building links is great, but they won’t get you anywhere if your content is not drawing any other attention. PR is all about drawing attention to your messages, so it is a natural fit with social media, search engine optimization (SEO), and digital marketing.

Here’s my viewpoint on the two sides of this equation.

When you get right down to it, all of what SEO tries to accomplish can easily fit into the areas covered by PR. Traditional public relations is all about publicity and advertising to build a brand; that is also what SEO is trying to accomplish.

Within the last 20 years, the world has changed. Drastically. 15 years ago, the Internet was still primarily a techie platform and email usage was becoming more frequent, but marketing through email and the Internet was an almost untapped possibility.

In about 10 years, cell phones have become commonplace so that many households rely solely on them. And, in the last couple of years those same phones, along with tablets, became a window into the Internet.

So it should not be surprising that SEO and digital marketing developed outside of the traditional marketing scope. Digital marketing’s origins come more from IT – algorithms and statistics – rather than sales and publicity. The online and offline worlds are no longer separate entities. They overlap almost completely.

What does that mean?

It means that digital marketing and SEO need to become more PR-oriented, and traditional PR needs to become savvier using internet social media platforms and sites. Both sides of that equation have been rapidly learning and adding new skills.

But remember, traditional PR has a long history of knowing how to sell – ideas, reputations, events, products, or candidates – it doesn’t matter what they sell. Selling is their business. That’s what they can bring to your table in connection with those who already have the SEO and digital marketing skills.

Stop worrying so much about getting links and backlinks and focus on getting publicity and coverage. That’s what will get your product or service noticed and purchased.

You might be the most researched garbage dump in the world. But no matter how many visits your site receives, unless your garbage is beautifully presented with all its amazing possibilities … ain’t nobody buying garbage.

That’s not to say your product is garbage … that’s just saying that without the right PR-style presentation, people won’t be as likely to see the value of buying what you sell.

ronn torossianRonn Torossian is the CEO of 5WPR, a top 20 independent PR Agency, based in New York City.