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The goals that you have for your public relations should be the same goals you have for your digital marketing. Having the same objectives will allow you to use the different marketing and public relation tactics in conjunction to achieve your goal. Public relations and digital marketing cannot live separately and intersect in many ways. Your press release isn’t going to make a sale, but if your press release can get someone to your website, you need to make sure your website is optimized to make sales.

Good SEO involves making sure your website is technically optimized to tell a search engine what is on your website. A second part of SEO is your digital marketing, where you must build good content that people want to read, consume, and share. Having good content will encourage other websites to link to your site. Having only a PR strategy can generate no-follow links and very slowly lead to your organization to be found more easily online. But combining PR with a dedicated SEO strategy will accelerate your organization becoming an online authority in your company’s industry.

When writing a large content piece as part of your digital marketing strategy, you may need a number of complementary content to support it. A press release can be an interesting piece of content to help further your SEO and generate website traffic. But not all press releases need to have a goal of generating media interviews. With digital marketing, you can have the same content in multiple formats aimed at different audiences. It is important to create content that is tailored to the way your customers or stakeholders want to consume the content.

If you like what you’ve been reading so far, we would love to connect with you! You can find us on Facebook, Instagram, Twitter, and LinkedIn. Also, be sure to follow us on iTunes, Spreaker, or Spotify to listen to the rest of our series in public relations and get notified of new episodes.