Both PR and SEO are essential departments for modern businesses. Your PR department will ensure that your business is appearing to consumers in the right light and in the right places. Meanwhile, it is the responsibility of your SEO guys to ensure that your website is optimised to appear high in the search engine results page.
The work that these two departments do should complement one another. If you can get your SEO and PR departments talking to one another in the right way and collaborating on your marketing, they can each enhance the effect of the other.
Foster an exchange of knowledge
First and foremost, you need to get both your SEO team and your PR team on the same page. They both need to know what they are doing, beginning with an exchange of information about what they do and how they do it to provide a solid foundation for them to build on.
If they do this right, they should then be able to figure out, to some extent, on their own how they can best work together. The more space you can give them to devise their own collaborative process the better; resist the urge to micromanage them on this.
If you are a business that has a PR team but no SEO arrangements in place, seize the opportunity. Mechanised offer SEO services for businesses. Bringing a firm like them on board and getting them talking with your PR team is a great way to get them to learn all about SEO. Not only that, but they will be able to see how it works up close and in the hands of a professional.
Maximize the value of your media coverage
Your PR people should be taking the lead in ensuring that your business is getting a mention in both online and offline media. If they work with your SEO team then, they can ensure that the right keywords and links are appearing in articles to boost your SEO score for the most important terms.
Ultimately, you should be aiming to produce all of your marketing materials with SEO in mind. The best way of achieving this is by fostering close collaboration between your SEO team and your PR team.
Ensure a consistent message
Multimedia marketing is most effective when there is a consistent message. Whether this is a tagline or a particular aesthetic style that communicates something to your customers, you want to harmonise your different marketing strands as much as possible.
By encouraging your SEO and PR teams to work with one another, it is much easier to ensure that your message remains embedded throughout all of your marketing materials. You can begin to target specific keywords with your campaigns and can get very valuable data from your SEO team about how effective those keywords are. Over time, you can hone in on more finely tuned messages.
Both SEO and PR have a lot to offer one another. The better you can get these departments to communicate and work with one another, the more effective they will both be.