Tag: PR pro

How to Use Data in PR Writing

by Rebecca Strauss

We all know how hard it is to actually get your pitch noticed by journalists, with PR Week reporting that 39% of journalists get more than six pitches a day, and in some cases journalists covering technology and B2B businesses are inundated with more than 50 pitches daily. That’s why it’s vital to make your pitch and press release as attention-grabbing, unique, and newsworthy as possible. 

Why we use data in PR 

Incorporating solid data into your pitch or press release can increase your chances of success with journalists. Offering quality data and statistics can make your story seem more credible and can offer a more interesting angle, hopefully leading to more quality media coverage. It signals that you have something unique to offer that no one else has, and it might just be worth their time to open that email. 

Using credible data can: 

  • Establish authority, credibility, and relevance, which is especially important in thought leadership.
  • Support your claims and demonstrate the impact of the product or service you are pitching. 
  • Show you have a finger on the pulse of your industry and provide helpful insights to key journalists and their audiences. 

How to use data in PR 

But it is important to know how to use data effectively in technology and B2B business public relations, in order to best work with reporters. Avoid dumping pages of research stats into your pitch — instead, select the strongest and most relevant insights that support the wider narrative, so that journalists don’t have to spend time sifting through what you send to find what they need. 

Data can come from various sources, and using it can be as simple as adding a statistic as an attention-grabber in the subject line or opening line of your pitch or using in-house data to create the basis of your press release. 

You can find helpful data to support your public relations activities in a wide range of places: 

  • In-house data from your analytics, sales, or marketing team that indicates industry trends, top sellers, main traffic sources, keywords, or patterns in buying habits. 
  • Stats pulled from surveys or polls related to your industry, ideally that your company has gathered. If you can offer your own high-quality research that no one else has compiled, you have a chance of breaking through the noise. 
  • Data that provides background for your press release, such as a wider societal issue or pain point that you’re addressing. You can get this kind of data from reliable sources like The Pew Research Center or The US Census Bureau, or from other notable sources in your industry. 

Final thoughts 

Using data in your pitches or press releases can help create a newsworthy angle, establish credibility and relevance, and even just help get your emails opened more often. If you are looking for a way to add weight to your PR and communications, consider incorporating interesting data into it. Just remember that it should always be fresh data—news should be new, and that means it’s relevant and timely.

Let us take your technology and B2B brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

What Is a Byline and How Do I Write One?

by Cori Brosnahan

You may not know what a byline is, but you have most certainly read one.

A byline is an article authored by a thought leader that appears in a media outlet as contributed content. Unlike an op-ed, a byline is less about making an argument and more about providing helpful expertise and advice. Bylines also tend to be more industry-specific than op-eds, appearing in trade magazines rather than general consumer outlets.

That said, the line between the two can be blurry and they ultimately serve the same purpose in public relations. Both bylines and op-eds can establish authors as thought leaders, build credibility and trust for brands, and expand brand awareness. While an interview with a reporter might result in a couple of quotes, bylines and op-eds allow you to exercise more control and develop your ideas fully. As such, they are an excellent opportunity to contribute to the conversation in your area of expertise and build your profile.

If you’re working with a PR agency, your publicists can help you write a byline. If you decide to tackle one on your own, here are a few dos and don’ts to keep in mind:

Do be original

Don’t repeat what’s already been said! This is your chance to contribute your unique perspective to the public discourse. A novel idea or way of seeing things will always be more interesting and memorable to readers.  

Do use your expertise

It goes without saying that to be a thought leader in a certain field, you must have some expertise in it. Draw on your experiences and what you’ve learned to make recommendations or give advice.

Do make it personal

While op-eds are inherently more personal, there’s plenty of opportunity to bring your own experience into a byline. One natural place to put a personal spin on your article is at the very beginning, in your hook. Grab the reader’s attention with a personal anecdote that introduces the topics you’ll explore in the rest of the article.

Do make it timely (if possible)

When choosing a topic, think about current trends and developments in your industry. While a byline doesn’t have to tie in directly to current events, it needs to be useful, and therefore relevant.

Do use data

Using data to backup your points will help establish your credibility.

Do know your audience

If you’re targeting a general audience, refrain from using industry jargon and make sure to explain complex concepts. If you’re writing for a trade publication, feel free to get more technical.

Don’t self-promote

Bylines are not the place to promote your business, and editors will reject your pitch if it’s too self-promotional. Instead, focus on providing useful information and ideas based on your expertise. 

Don’t ramble

Different publications will have different guidelines for the length of submissions. Most consumer publications require a byline to be under 800 words. A trade publication will typically allow longer submissions.

Once you have your byline in hand, you’ll need to identify the appropriate contact at your target media outlet. If accepted, contributed content will usually be published for free, although notable paid opportunities like the Forbes Technology Council also exist.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

Exploring the Evolving Role of AI in Public Relations and Business Operations

by Sarah Mowad

As technology continues to advance, the role of artificial intelligence is growing more prevalent across industries – and public relations is no exception. The question at large amongst industry leaders seems to have evolved from “Is this something we should be afraid of?” to “How can we use this technology to our advantage?”

Embracing the Future and the Power of AI

Over the past few months, I’ve attended webinars, conferences and consumed any written materials available to me in an effort to educate myself on this topic.  “It’s not going away” has been the sentiment most widely echoed across all of these sources, so with that in mind, I’ve set out to discover the ways in which I can embrace the power of AI within my own role and how other team members at Segal Comms can do the same.

Real-World Use Cases

AI in Public Relations

The most obvious use case is that of generative AI. Drafting written materials is a central responsibility for any PR professional, and for many can be one of the most arduous efforts the profession requires. Even the most innately talented writers still experience the dreaded writer’s block and inevitable fatigue when writing often enough. Generative AI readily eases this burden: by generating ideas for the topic or title of a written piece, it can be a great tool to get the creative juices flowing. In fact, I used Grammarly’s generative AI tool, GrammarlyGO, to inspire the title and theme of this blog.

The consensus amongst the PR community regarding generative AI seems to be that its use is acceptable and even encouraged when it’s viewed as one of many tools in a practitioner’s toolbox, with the stipulation that its use, and in what capacity it was used, is disclosed. PR professionals are still expected to intervene with the technology and ensure that the materials they produce are up to industry standards. The current capabilities of generative AI still require human intervention regardless – as it was explained by a presenter at the From Day One conference I recently attended in San Francisco, generative AI can get the job done 90% of the way at its best, but will still require a minimum of 10% human intervention. Like many things, generative AI is as good as you train it to be. The more comprehensive information and thorough feedback you provide, the better the quality of work generative AI can produce.

AI in Business Operations

Beyond writing, AI can also be used to streamline business operations such as recruiting and hiring. The founder of RecruitBot was a presenter at the From Day One conference and shared about how the platform employs machine learning algorithms to identify qualified candidates and expedite the hiring process. Rather than spending hours combing Linkedin for suitable candidates using arbitrary search parameters, the technology now exists to have a bot present us with much more relevant candidates in much less time. Similar to generative AI, the results produced by a platform like RecruitBot will be as accurate as you’ve trained them to be with the platform’s machine learning algorithm working to continuously improve output over time as it learns your preferences.

Parting Thoughts

These are just two use cases demonstrating how AI can be employed in the workplace, but as many are now learning the ways in which this technology can be employed are vast and rapidly evolving. It’s inevitable that the future of communications and various other industries alike will involve a greater reliance on AI-powered tools, so it’s wise to start exploring and mastering these tools now. While these tools can be incredibly useful, it’s important to remember that they should be regulated with human intervention. By using AI in conjunction with human expertise, businesses can ensure they are as efficient and effective as possible by making use of all the tools available in their toolkit.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

How to Partner With an Industry Expert

by Cori Brosnahan

When developing a PR strategy for your company, it’s important to identify your spokespeople. A spokesperson is someone who speaks to the media on the company’s behalf, often a CEO or a member of the marketing and communications department. While a CEO or a director of communications are best suited to speak about the business and product itself, they might not be the best people to speak about more general, industry-related topics. Depending on the nature of your business, you might want to consider partnering with an industry expert who can provide commentary on common topics in the industry.

What is an industry expert?

An industry expert is someone with the knowledge and experience to provide accurate, trustworthy commentary on topics relating to a specific industry. Depending on the industry, they don’t necessarily need to have credentials, but they should have extensive experience in the relevant field(s) that qualifies them to give advice, make predictions, etc. 

Why should I partner with an industry expert?

Partnering with an industry expert gives your brand the opportunity to expand awareness while bolstering your credibility. Having an expert that can address general topics within the industry means more opportunities to insert your brand into public conversations, especially when you don’t have any major news to announce. Partnering with an expert will also allow you to leverage their audience, which may be large or small, depending on the individual.

What qualities should I look for?

The most important thing in choosing an expert to partner with is to make sure that your brands align. Finding an expert that works on topics relevant to your brand and shares your brand values will ensure a natural and authentic partnership. If your product is a dating app, for example, you’d be better off working with a relationship coach than a marriage counselor.

You’ll also want to consider your budget. An established expert with their own following might expect a large commission. An expert who is still trying to build their own brand might decide that it’s worthwhile to partner with your brand for a small commission or exposure alone.

What should I expect from the partnership?

Before you start to work with your expert partner, you’ll want to define the terms of the partnership. What title will they go by? How many requests for commentary do you anticipate sending per week or per month? Will they be expected to write their own commentary, or is it okay for them to dictate a response that you can then draft for approval?

Given the 24/7 news cycle, you’ll also want to set expectations with regards to their availability. If you send them a request for commentary with a tight deadline, how fast can you expect them to respond?

Finally, you should not expect the expert’s commentary to reference your product every time, if at all. Being quoted in an article as your company’s resident expert is valuable in itself; pushing a product may delegitimize the commentary altogether.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

Selecting SEO Keywords to Optimize PR Content

by Emily Mahoney

Leveraging SEO in your PR strategy can immensely increase your business’s online visibility, making your offerings more accessible to both current and potential new customers alike. One of the easiest ways to maximize your PR efforts through SEO is to utilize keywords.

SEO keywords are phrases in your web content that cause your website to show up with a relative search term. By embedding keywords a potential customer is likely typing into their search engine in your web content, your business will be placed higher in search results. Ultimately, the point of using keywords is pretty similar to a key goal of PR: to create awareness of your business by getting your website placed in the top results of search engines, ultimately driving traffic to your website and increasing sales.

Even if you already have an SEO strategy in place, the best beginning practice for integrating keywords into PR efforts is to audit which keywords you are already ranking for. You can either use an SEO platform or manually search on Google to see what combination of phrases triggers your site to appear. This will give you an idea of what your business is already ranking for and can inform your strategy for increasing your rankings.

There are typically two categories of keywords you will want to include in your PR content: basic and long-tail.

Identifying your basic keywords 

Basic keywords are your tried and true terms that will rarely change. These are simple, one to two-word keywords that define your business and are directly related to your brand. They can include anything from your business name to a service you offer, your product, or your industry. 

To help define these keywords further, put yourself in the shoes of your customers. A good question to ask yourself is “If I was searching for a product or service similar to what my business offers, what would be the first thing I would google?”

It is important to note that these straightforward keywords can be more challenging to rank for because they tend to be associated with a higher search volume. For example, if you were to google “luggage”, an extensive array of results would appear as opposed to if you searched a long-tail, more concise keyword like “blue carry-on luggage”, which would produce significantly less relevant results.

Exploring long-tail keywords 

Long-tail keywords are a combination of three or more basic keywords. They can require a bit more specificity; however, long-tail keywords can offer great SEO value because they tend to have a lower search volume, making them easier to rank for.

Implementing these keywords in your PR approach is crucial to ensure that relevant and appropriate traffic is reaching your website.

When generating long-tail keywords, you can start with combinations of your basic keywords. For example, a long-tail keyword could include your company name + specific product + price. A good rule of thumb is to keep long-tail keywords between 3 to 8 terms to ensure reliability and accuracy. 

Integrating keywords into PR content

Once you have your list of targeted basic and long-tail keywords, this becomes your guidebook. With this, you can start brainstorming ways to integrate these keywords directly into your written content. Op-eds, sponsored posts, paid press releases, and blog posts are all opportunities to strategically include the keywords your business wants to rank for. 

Don’t forget to monitor and audit

Tracking the search volume of your keywords and monitoring their performance is an essential housekeeping task. This is especially important in PR because you want to confirm that your content and keywords are working cohesively to optimize impressions on your potential audience.

A simple audit can be done manually by searching the keywords you’ve selected to see if your site appears. Alternatively, specialized SEO tools and programs can be employed for more thorough analysis. If you end up restrategizing your target keywords, the good news is you will not need to scrap your initial list entirely. The fluidity of long-tail keywords allows them to be rearranged and reformulated, allowing you to adjust as needed. 

The Takeaway

Selecting the right SEO keywords and integrating them into your web content, along with monitoring these keywords for performance, is a simple and effective strategy to produce powerful results for increasing your business’s online presence. 

Need help creating a PR plan that works in tandem to maximize your business’s SEO potential? Reach out to us at [email protected]

How to Increase Your Reach on Instagram

by Sara Wildman

Instagram Collab posts have become increasingly popular since their unveiling back in 2021, and they’re probably one of the simplest ways to increase your reach on Instagram. Collab posts give users the opportunity to multiply their reach and engagement by adding a co-author to the post. If you’re not incorporating this trending feature into your current social media strategy, you’re missing out on potential customers. 

How do Instagram Collabs benefit your brand?

While originally intended to be a way for creators to maximize branded content, Collabs have proven to double as a sure fire way for brands to increase their reach and appear in the feeds of potential customers too. Collabs have also become a great way to beat the ever changing Instagram algorithm by showing up in two different feeds – your own and the feed of the account you’re collabing with. Brands now have the opportunity to insert themselves directly into the feeds of their target audience – be it through influencers, partnerships, or other relevant accounts. 

Additionally, Collabs have the ability to increase Instagram engagement. When utitlizing the feature, the post will not only appear in the brand’s feed but also the feed of the account they are collabing with. Likely, the collab account will have a different variety of followers, giving brands the opportunity to further build their communities.   

How to use Instagram Collabs 

Creating an Instagram Collab post is incredibly simple to do, however, it can be hard to find the feature if you’ve never used it before. Here’s a step-by-step process on how to invite a collaborator to your post. 

  1. Begin by starting a new post. You’ll need to do this directly within the Instagram app, rather than on a third party scheduling platform. 
  2. Once you’ve added your media, caption, and hashtags, click on ‘Tag people’ beneath the post. 
  3. Click on ‘Invite collaborator’ and begin typing in the handle of the account you would like to invite as a collaborator. 
  4. Publish your post.
  5. The collaborator will then receive a notification to accept your invitation to the collab post. 
  6. Once the collaborator has accepted, their handle will appear on the post within your feed and show in their feed as well. 
A graphic showing how to increase your reach on Instagram by using the Instagram Collab feature.

Use all platform features to your advantage  

While the Instagram collabs feature is a surefire way to increase your reach on Instagram, it’s essential to make sure you’re utilizing all of Instagram’s features in order to round out your efforts. Are you using Reels and Stories? Do you create polls and use the Question Box within your Stories? Are you incorporating Carousel posts into your content plan? Using all of Instagram’s features will not only maximize your chances of getting in front of potential customers but also increase your engagement as a whole. In today’s digital media landscape, you can no longer get away with posting a single image on social media. 

Need help maximizing your Instagram strategy? When we work together, your brand does more than show up. It shows up with a story, a purpose, a unique reason for being – and it makes an impact. At Segal Communications, we become an extension of your team – we work fast to become brand experts and make sure we’re keeping your company relevant on social media. 
Connect with us – [email protected]

Should you do your own PR?

by Sarah Segal

Last year, I came across an interesting article written by a lifestyle entrepreneur detailing how they saved “thousands” in not hiring a qualified PR agency. In her Business Insider article, she outlines her four strategies for success.

She writes, “I quickly realized that any time my business was mentioned in media coverage, my website traffic increased dramatically (I tracked this using Google Analytics). I decided to spend two hours a week trying to get more press mentions and tapped into the bit of PR knowledge I had from working in the industry for one year.”

So, should you do your own PR?

Here are my professional thoughts on the suggestions she outlined

Spending an hour a day on PR

1. She recommends setting up “Google alerts on topics, themes, competitors, and key phrases that are relevant to your business or industry” and drafting a pitch based on the trends and themes surfacing that week. She recommends allocating 1 hour to this undertaking. In theory, this is not a bad strategy – it’s something we do for our clients but it’s not how I would recommend a founder allocating their time. The role of a founder is to be the visionary for the company. Delegation is the key to success, not working in the weeds. While a PR agency is an investment, yes, if you believe in what you are doing, it will be an investment that will certainly pay off over time.

Delegation is the key to success, not working in the weeds. 

Not all press opportunities are worth your time 

2. Next up, she says to post yourself as a source on reporter sourcing platforms – reporters will post call-outs for the expertise they are seeking. The couple she mentions are certainly used, but one of the two is also filled with a ton of junk that would not be worth the time. An agency has institutional knowledge that can help weed out the “opportunities” that are a waste of your time. Agencies also have many other resources that are not mentioned that are far better in finding quality placements. 

DIY PR

3. Take a class in PR. Sure, you can do this, but it’s the equivalent of being a DIY home improvement person. You will never get the results that someone with 10 thousand hours of experience will. You may have a new tile floor, but really won’t you have to redo it in a few years when the grout starts to crack? 

Understanding the dos and don’ts when pitching reporters

4. Her final recommendation is to identify ten reporters who cover your industry and warm them up to receiving your pitches by being social with them on their feeds – liking and sharing, etc. Great advice if you have the bandwidth but don’t expect reporters to respond to your pitches. Reporters’ inboxes are overwhelming by most accounts and not always receptive to individuals pitching themselves because their lack of understanding about the journalistic process makes them more of a headache than a help. PR professionals have a well-oiled understanding of reporters’ needs and will bend over backward for their clients. If you don’t know the drill, you may burn a bridge before you even make headlines.

So, should you do your own PR?

In short, when you are thinking about tackling PR yourself,  just remember Beyonce probably never did her own. Instead, she focused on creating her awe-inspiring performances because she believed in her brand and hired a publicist.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

Why You Need a Press Page & How to Build One

by Cori Brosnahan

Does your company website have a press page? If not, you’re not alone. Many of our clients come to us without one. But you definitely need one — ASAP.

Why you need a press page

Reporters work on tight deadlines, and the last thing they have time for is searching your site for contact information. At the very least, your press page should have a dedicated press email that goes to your media relations team. But why stop there?

Think of your press page as an advertisement for your company aimed at a very specific audience — the media. Use it to position your company as an industry leader with a unique message and deep expertise. Putting some time into building an awesome press page increases your chances of being found — and contacted — by reporters working on relevant stories. 

Everything you need to build a press page

While press pages vary across different industries, standard sections include the following:

Contact Information – Here’s where you list your dedicated email, which can be as simple as  [email protected]. Some companies use fill forms, but we advise against it as they can be difficult to complete on mobile devices and deter media from reaching out. If possible, include a phone number as well.

In the News – This is where you show off all your media hits. It should include images or logos of publications, article headlines, and brief descriptions of the editorial placement. This section needs to be updated in real-time. Some brands will “pin” highlights (the most notable coverage) to the top of this page with reputable news logos showcased in the creative.

Press Releases – This section should include all past company press releases organized by year, with the most recent first, and be searchable. Collecting all your press releases in one place helps strengthen your company narrative.

News Feed – Consider integrating a social feed into your press page to show your brand personality and how you interact with consumers. Choose the social platform you update most frequently.

Media Kit – A media kit provides reporters with all the information they need, so they don’t have to spend time asking you for it. In addition to standard logos, company boilerplate, and images, consider including video (b-roll), executive headshots, fast facts, a company timeline, and/or honors and awards the company has received. Make sure your media kit is downloadable!

Experts – Are there people at your company with expertise in industry-specific areas? If so, consider highlighting them and the topics they are available to discuss. Present yourself as a valuable resource for journalists that cover your industry.

Top-notch press pages to get you inspired

Now you have the basics! If you want more inspiration, here are some examples of top-notch press pages:

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

How much does a PR agency cost in 2023?

by Sarah Segal

How much does a PR agency cost? It’s a question that every potential client wants to ask on the first call but rarely ever does, so here’s a look into my truth as the owner of a midsize PR agency. 

A boutique agency has the ability to be flexible with pricing 

While some agencies won’t take clients for anything less than $25,000 a month, the boutique agency pricing is slightly different. This is because:

  1. We’re growing, so we’re eager to land interesting clients that help grow our reputation.
  2. We generally don’t have the overhead of a large agency — people who are not “billable” like a CFO, CIO, and Head of People, so we can be more flexible with pricing.
  3. We usually don’t report to a board or investors, so we can choose to work with brands we believe in.

That said, boutique agencies also don’t have the financial buffer that larger agencies have. Meaning clients coming and going matter more. 

By being flexible, we help our clients balance their desired results with their budgets.

What is the average retainer at Segal Communications?

At Segal, we have three main practice areas – consumer, tech, and executive visibility. We provide media relations, influencer programs, social media management, and creative campaigns for each of these.

Our clients fall into one of six categories:

  1. Industry Specific Technology with 100-1,000 employees, focused on growth
  2. Emerging Industry Technology start-ups that are investing in public relations to build awareness
  3. Trusted Consumer Brands with 100-1,000 employees, focused on omni-channel purchasing (online and brick-and-mortar)
  4. Growing Consumer Brands with great products that need to get into the hands of those who influence
  5. Informers and Educators who have logged their ten thousand hours of expertise and then some and are working to share their experience and knowledge with a larger public audience
  6. Passionate Founders with a product or service that warrants staning

Most Segal Communications baseline retainers currently hover between $6,000-$12,000, but there are exceptions to that rule. The exceptions include being a longtime client who has been with us from the start, someone or something too cool to pass up, or a mission-driven organization working on something for the greater good.

On the lower end of the price range are consumer clients that have a desirable product that we can get into the hands of influencers and media. On the higher end are B2B clients with unique audiences and customers.

Agencies offer the most comprehensive range of services

The baseline retainers are just that — baseline. Most clients want more than PR; they want social media, blog writing, bylines, sample campaigns, and creative. All of these elements have additional pricing structures. Working with an agency is valuable because we are a one-stop shop for all of your communications needs. We provide our clients with a fluid ecosystem of communications services that can ebb and flow with the needs of the business. By being flexible, we help our clients balance their desired results with their budgets.

Let us take your brand’s visibility to the next level. We’re here, ready to help your company showcase your “why” and share it with millions of people.

[email protected]

How Does SEO Work With Your PR Strategy?

by Emily Mahoney

The fast-paced nature of the internet has created a consumer demand for Google search results to be delivered instantly and precisely. A survey found 60 percent of mobile users were very likely to click on the first two to three search results they saw, and more than 90 percent were likely to click on the first set of results. 

Leveraging search engine optimization (SEO) to boost your visibility online has become a highly valued and sought-after strategy for companies. Traditionally, SEO has been a marketing practice but this is no longer the case. The ever-changing nature of today’s digital landscape offers new possibilities for PR pros to incorporate SEO tactics in their work to strengthen their clients’ presence in search results.

The ever-changing nature of today’s digital landscape offers new possibilities for PR pros to incorporate SEO tactics in their work to strengthen their clients’ presence in search results.

The Relationship Between SEO and PR

SEO and PR can work cohesively to increase brand recognition. They are reliant on one another, often more than we think. How effective can PR efforts be if consumers cannot find your company on Google? There is little content and opportunity for SEO to grow organically without PR. 

Including SEO tactics in your PR strategy can differentiate between how you and your competitors stand in search rankings, ultimately deciding which sites both new and returning consumers choose to visit. PR pros can incorporate two components in their daily practices to achieve optimal SEO for their clients: keywords and backlinking. 

Keywords and backlinking are essential in the relationship between SEO and PR as they are easily manipulated and offer significant influence when utilized correctly.

Identifying the Keywords You Want to Rank For

Keywords are phrases included in your content that make it possible for search engines to list your company as a reliable and accurate result. This is where most will look to start in their SEO journey.

You first will want to audit the keywords your company is already ranking for. This builds your foundational understanding of which keywords are influencing your ranking. You are likely to see your company rank highly for obvious keywords relative to your company, like your name, service, or product. An audit can provide insight into what phrases are commonly addressed in already published content and help in identifying new opportunities to focus on in the future to target those infrequently used keywords.

It’s crucial to note keyword selections are not set in stone. They can be adjusted to cater to new product offerings or different PR campaigns, but be careful in selecting which ones and how many you want to monitor. The best practice is to start basic and simple before expanding to longer, more complex keywords.

Person working on a computer looking for SEO keywords they would like to rank for to boost visibility online.

Your search ranking is also determined by the number and quality of outside websites that link back to your website within their published content. Backlinks from credible and trustworthy sites positively influence your SEO ranking, making earning digital media placements one of the most beneficial SEO-boosting tactics. These placements work to increase your brand’s searchability, ultimately enhancing the quality and quantity of website traffic you receive. To ensure a published story results in an SEO-boosting backlink, your PR rep can ask a journalist to include a link to your company’s website along with including relevant links in their pitch for the journalist to reference and embed. 

Owned media, which includes things like press releases and blog posts, also presents opportunities for PR pros to help you drive your SEO rankings. Linking to other relevant content you own within a piece of media on your website can increase domain authority and traffic to other landing pages. Overall, we see this as a win-win!

The Takeaway

Your SEO ranking determines your accessibility, affecting how both new and returning customers can find you. Working with the right team of PR professionals can ensure your company ranks for relevant search terms and generates a healthy stream of backlinks to achieve maximum visibility.

At Segal Communications, we’re here to help your business reach its full SEO potential. Ready for a custom audit to identify your business’s optimal keywords and assess backlink health?

Reach us at [email protected].

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