30 Dec '13, 7pm

Go BIG or Go Home: How SEOs Can Win at the PR Game by @jamescrawford

Go BIG or Go Home: How SEOs Can Win at the PR Game by @jamescrawford

The biggest barriers that search professionals face in helping shape PR and content strategies is that public relations professionals still have more influence amongst the executives. This is not the case for every business, but generally PRs still have more influence, for now. Once again, times are changing. The PR profession’s Achilles heel is its failure to be able measure outcomes. PRs tend to focus on measuring reputation, which is intangible and very difficult to quantify. It is even harder to attribute to PR and content activity. Meanwhile, search professionals are incredible at tracking the a campaigns impact on the bottom line. For example, I’ve heard tales of PRs that have been patting themselves on the back after apparently very successful campaigns. They’ve presented their clients with piles of impressive press cuttings. In the same meeting, search professional...

Full article: http://www.searchenginejournal.com/go-big-go-home-sage-se...

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