The public carries out over 7 billion searches every month, and that’s just on Google alone. At Diffusion we believe that search engines have become powerful platforms which are shaping and creating brand reputations in the minds of internet users. PR and Social Media play an intrinsic role in shaping search engine visibility by generating news coverage, online news releases and blog posts. That’s why we think Search needs to be at the heart of our campaigns, to proactively manage online reputation as well as to allow customers, journalists and influencers to rapidly find the information which shows you at your best.

Optimisation

Consistent messaging is at the heart of both great PR and great search engine optimisation. It’s about carefully selecting the key words and statements which you as a brand want to own and need to have associated with your organisation. Our Search team will either work in partnership with your SEO agency or with you directly to research and identify the key words being used by customers in your industry to find your products and services, as well as being used by your key competitors. We can also identify the latest hot topics and buzz words which are gaining traction in your industry.

This insight is then fed into the overall communications programme. This of course means ensuring that standard press releases and marketing materials are optimised and contain relevant links but we go further. We recommend using Social Media News Releases which as well as being better communication tools use content which search engines love.

Campaign enhancement

As well as optimising content, we also believe that search engine advertising or paid-search is a tool with huge potential for PR. Google AdWords have become a very targeted way to convey marketing messages and to safeguard reputation. This is something which the online campaign team for Barack Obama have grasped using the ‘narrow casting’ potential of search to convey specific messages to niche audiences. At Diffusion our Search team work with clients to apply these principles to their communication strategies, using paid-search to multiply the impact of PR and marketing campaigns.

To find out more about our services, please contact us on +44 (0) 20 7025 1500 or email ivan.ristic@diffusionpr.com.