As PR efforts become increasingly digital, media mentions alone aren’t enough.
As more clients and organizations seek to rank high on search engine results, PR pros—along with their marketing counterparts—must work to get both media mentions and links back to their websites.
These links help build credibility with Google and other search engines, especially if they come from earned media hits. It’s very similar to the weight that earned media mentions hold when you seek to boost your organization’s brand.
Chances are, you’re already doing link building—even if you don’t think so.
The role of the PR department is to expand the company’s reach, build up the brand and gain publicity. And most of the time, they do it by pitching stories to the media with the aim to build brand awareness but also, earn referral traffic to the site.
In other words, what PR folks are doing is simply, building links… probably without even knowing it.
But what’s more important, they’re quite good at it at that.