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What is PR?

A guide for SEO Professionals

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Contents

oWhat is PR? CIPR definitionoPositionoProtectoPromoteoWhy does it matter?

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Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics.

Source: CIPR (Feb 2011)

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So what typically do PR people do?

Each case is different, but let’s talk you through some possibilities….

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Help position an organisation, company, individual

o Identify what makes them special o Identify their audiences and what appeals to themo Identify key stakeholders and their needs (staff,

stock markets, industry bodieso Look at what their competitors are doing and

‘differentiate’oAudit current (and past ) reputation and activitiesoDistil ‘messaging’o Identify the ‘stories’ we want to share as proof

points

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Help protect an organisation, company, individual

o Internal communicationsoCSR (corporate social responsibility): assess who

is affected by their actions, and how anything potentially negative can be changed or mitigated

oCrisis management: planning and implementationoMedia (including social media) policies and training:

help prevent mistakes and make the best of opportunities

oFinancial PR/stakeholder communicationsoValues programmes

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Internal communications

Media relationsSocial media

outreachFinancial PRLobbyingInvestor relations

SponsorshipEventsStuntsSpeaker

PlatformsAnalyst relations@SEOPRTraining

Promote

Word of mouthExperential MobileThought

leadershipOnline

engagement

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Making the most of clients’ marketing spend ie better service

Improving quality of on-line content ie more credible results

Ensuring that PR works with/for SEO campaigns ie better results

Revenue opportunities for SEO Agencies ie better bottom line

Why does PR matter for SEO people?

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Call or email us to find out more about the concepts in this introductioninfo@seoprtraining.co.uk

+44(0)1420 540227

Contact SEO PR Training

Prepared by Claire Thompson, SEO PR Training