After many years in the business, I’ve recently noticed an influx of PR agencies that are in desperate need of social media and search engine optimization consulting. The days of relying on print, television and radio are gone with the wind, and many old school PR folks need a fresh perspective.

In particular, crafting press releases that appeal to social media users is a tricky task. Nowadays, press releases must have a “cool factor” to spark interest and spur social engagements. If content isn’t interesting, why would someone proactively share it with their followers on Twitter or friends on Facebook? They wouldn’t.

Another very important aspect of gaining online exposure for press releases includes using targeted, high traffic keywords in the body of the release as well as the title. PR firms know PR very well (rightfully so), however most are absolutely clueless when it comes to Search Engine Optimization (SEO). An SEO consult has the ability to squeeze the most out of press releases, which will lead to increased exposure and happy clients.

PR agencies are also finding that online reputation management, including responding to negative press mentions, requires thorough knowledge of social media and SEO. Many PR companies have clients requesting the removal of negative search engine results, but unfortunately don’t have the knowledge to make it happen. This is where a consultant can save the day.

Back in the day (about 10 years ago) when I worked for a billion-dollar celebrity brand, PR was a totally different animal. It’s interesting to see how things change over time.

Aaron Schoenberger
The Brainchild Group