SEO overview with PR publications
The objective would be to provide the most appropriate content to the targeted audience of that media type at the right time of placement.
So that search engines can identify new relevant content from these media channels and provide further useful information to the user regarding the search query and user’s intent.
The publication should influence the user with the correct message and help them take further action or fulfill their need.
The author of the publication / article should also have authority in the industry and therefor and introduction with the name, position, expertise and brand or company they are writing on behalf of would be beneficial. Knowing this the media channel should also appreciate your awareness and therefore be more open to collaborating with you.
These publications / articles should serve both the media channel by providing useful content to their audience
and the brand providing the content by placing themselves as experts in the industry relevant to the topic.
The importance of public relation managers understanding SEO is increasing becoming more beneficial as it helps them avoid common pitfalls of link building bad practices and helps them focus on collaborating with a few well selected relevant and authoritative media channels, distinguishing the good from the bad.
This will strategically give you an upper hand amongst other PR practitioners by optimising your efforts in selecting and creating valuable content assets to promote in the right place at the right time and getting the maximum value out of it whether or not there is a link placed within the article or not.