2019 PRSA Marketing and Digital Communication Conference

Today’s earned media is gained as much or more from inbound interest as it is from outreach.

In this presentation, participants will receive an understanding of search engine optimization (SEO) technique basics and how SEO can be effectively used to boost earned media results, from optimizing press releases to creating owned media that will get exposure in search engine news results.

By the end of this session, participants will be able to:

• Explain the basics of search engine optimization as it relates to communications.
• Define specific areas where SEO adds value to communications efforts.
• Understand how to create optimized press releases and content that gets picked up in search engine news results.
• Determine how to work with SEO teams and marketing to align communications efforts for greater success.