Digitization has become a crucial communication asset for brands to create a space in the minds of the consumers. It is imperative to connect with the target audience and develop a Brand image. A strategized digital presence advances the ability to increase the traffic to the set landing sites. Digital tools like SEO, SEM, Google ad words are now being excessively used to optimise Google search results. While it has become easier to attract the users from one link to another through the internet, it is crucial to channel it to the right content or search results.

Brands are now using public Relations Programme as an important tool to bridge the gap between content and consumers. Public Relation is more than just propagating brand agenda or creating mindful content to targeted audience. PR strategy involves communicating the brand ethos to the right audience at the right time. To boost this process, one should lay an effective digital foundation by promoting a positive online presence.

PR has evolved aggressively in the last decade and now looks very different while it is still targeted towards at brand awareness & positioning, it is now more focused on forming relations with the press, influencers and content contributors than just promoting products or getting brand’s information published. Often journalists use Google to understand a brand or an industry when the brand has online presence it adds its reliability. Hence, positive news about a brand is impactful in gaining the trust of the media as well as the consumers.

There has been a shift from traditional media to a new age digital outreach for which it is important to curate a PR strategy that includes SEO. Public relations accompanied with strong Search Engine Optimization (SEO) will generate organic traffic from the news published online. SEO improves the search rankings and visibility of the article through keywords. This is an organic process that optimizes results to channel traffic to relevant sites.

A consumer’s opinion strongly influenced by what is being written about the brand in the news. They are attracted towards articulated news pieces. A publicist is in constant communication s with the journalists through different PR tools (press releases, press notes, etc.) to inculcate a positive image of the brand. It is then your chance to place targeted keywords and channel the search results to relevant articles/ content. A remarkable public relations programme will ensure that the message reaches the relevant audience.

PR professionals thoroughly analyse the media to build a strong database of suitable publications. The media comprises of trade, business, lifestyle and other publications, each appropriate for different brands. When sharing inputs with the journalist from a key publication; a SEO heavy content can impact the traction on the article. Tactically placed articles paired with the necessary digital marketing drive website traffic. As a part of the PR strategy, it is important to ensure that brand mentions are always back linked to accelerating lead generation, business conversions and sales.

However, a well-researched PR professional is aware of the back-link policies of the publications which differ from one another. Knowing these policies is imperative as it helps in maintaining the content guidelines while boosting the Google search results.

When drafting a public relations programme, marketing calendars are of foremost importance. Researching the calendars of the target media outlets eases the process of planning the communication program. Aligning content with the theme of the publication results in greater visibility organically. An integrated programme plays an instrumental role in garnering coverage and increasing website visitors.

The presence of the brand’s spokesperson in the media adds value to the brand and creates a recall value. Carefully planned authored articles elevate the chance of expanding reach and reach out to the right audience. The process of PR involves identifying these opportunities and placing the content in the right mediums. The increased visibility through industry-based drafts strengthens the SEO efforts. This not only promotes thought leadership but also showcases the brands credibility.
Overall, public relation is like transforming your product or service into t a marquee brand. When combined with SEO, it aids in constructing authority over directing the readers to the brand. Media proliferates reach of the article through regular coverage thus upsurging relevant website visitors.
Therefore, investing in a proactive public relations programme is instrumental in, establishing brand image, solidifying media appearance, steady marketing. Ensuring efficient communication through PR will further add value to SEO’s approach.

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