When it comes to Public Relations, the driving philosophy that underlies even the most minute aspect of a campaign is that perception equals reality. This is as true as ever in the Interactive Age because anyone with Internet access has the ability to voice his or her opinion on the World Wide Web. Internet users now have the ability to present their opinions for public consumption on blogs as well as websites. Thanks to the advent of search engines, web surfers may access any perspective of the online debate (be it positive, negative, or indifferent) ranging in topic from Apple to Zoo.
Google has profoundly changed advertising on the internet as well. What distinguishes search from other online marketing strategies is that search provides each individual user with specific information based on their initial inquiry. Often, this information comes from obscure corners of the Internet, thus giving strength to voices that may have gone unheard.
So it makes sense that PR efforts must now encompass the expanding world of search and, in order to survive in the marketplace, your business needs the PR benefits that come as a result. Search Engine Optimization should be utilized by Public Relations professionals to ensure the standards of their client’s image. A comprehensive PR strategy must incorporate search as a means of building or maintaining a client’s image.
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