Posted by SamuelScott
This post was originally in YouMoz, and was promoted to the main blog because it provides great value and interest to our community. The author’s views are entirely his or her own and may not reflect the views of Moz, Inc.
Earlier this year, I published a Moz post that aimed to introduce the
basic principles of public relations that SEOs and digital marketers, I argued, need to know. (Specifically, the post was on media relations and story-pitching as a means of getting coverage and “earning” good links.)
Following the positive response to the post, Moz invited me to host a recent Mozinar on the integration of PR and SEO. (
You can listen to it and download the slides here for free!) As a former print journalist who later became a digital marketer, I love to discuss this niche because I am very passionate about the topic.
In summary, the Mozinar discussed:
- Traditional marketing and communications theory
- Why both inbound and outbound marketing are needed
- An overview of the basic PR process
- How to use PR software
- Examples of messaging and positioning
- Where to research demographic data for audience profiles
- How to integrate SEO into each step of the workflow
- How SEO and PR teams can help each other
- Why the best links come as natural results of doing good PR and marketing
- “Don’t think about how to get links. Think about how to get coverage and publicity.”
At the end of the Mozinar, the community had some intriguing and insightful questions (no surprise there!), and Moz invited me to write a follow-up post to provide more answers and discuss the relationship between SEO and PR further.
Follow-ups to the PR Mozinar
Before I address the questions and ideas at the end of the Mozinar, I just wanted to give some more credit where the credit is certainly due.
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