by Pete Goold
Whilst most major brands undertake PR, Search and Social Media activities to some extent, many are yet to realise the benefits of integrating activities.
Undoubtedly, PR has evolved enormously in recent years – not least to encompass the challenges and opportunities presented in the online space. But while many campaigns now encompass online media relations and blogger relations alongside the traditional PR arsenal, many have yet to recognise the value of this activity in a broader commercial context. Specifically, PR represents a terrific vehicle for developing, placing and negotiating [back] links, which can make a major difference in how a brand’s website is ranked in search engines, contributing significantly to a business’s bottom line.
Similarly, PR is a strong starting point for social media activity, particularly in terms of editorial content, which represents a major opportunity for brands and businesses to engage directly with customers. The PR skill set is well suited to managing social media editorial, as practitioners have an understanding of how to weave brand messages into narrative, create engaging editorial content and an understanding of measurement processes and practices.
Traditionally the PR community and SEO communities have been thought to be polar opposites in terms of skill set, vocabulary and outlook. However, there is a growing school of thought, which suggests that to be successful in PR, firms must evolve to accommodate the broader digital context. So, whilst PR people still need to be extroverts and natural communicators, there is a growing need to complement this with numeracy and the ability to understand analytics.
Where it gets really interesting is where these areas crossover. For example, Social Search is a growing discipline, which spans a range of areas – from how to integrate Search Engine Optimisation (SEO) activity into Social Media content, to the promotion of social media profiles within a given social network.
The fact is that brands, which look beyond the traditional confines of these disciplines, are able to take advantage of opportunities which would not otherwise exist – which will in turn delivers an enhanced return on investment.
The key is in the people that work within these disciplines. I strongly believe that an approach based on individuals with narrow, traditional skillsets, is limiting. Only by ensuring that individuals have the remit, scope and ability to think beyond the traditional definitions, are brands potentially going to be able to capitalise on these areas of genuine commercial benefit.
Pete Goold is Managing Director of integrated PR, Search and Social Media Agency, Punch Communications, which works on projects spanning these disciplines, ranging from PR initiatives for start ups, through to global Social Media and Search activities for clients such as BBC Worldwide and Sony Mobile. Join Punch’s weekly Social Media Intelligence or Search Engine Intelligence newsletter at www.punchcomms.com.
