PR is changing. Always has, always will. Sometimes it’s frustrating for us PR folk to try and keep up with all the changes. Used to be that massive change would only occur every few years, but since social media entered the picture, it seems that vast change is required on a near monthly basis.
One of the blogs I follow, WeBlogBetter, had a recent article entitled: 5 SEO Tactics That Worked in 2012 but you Must Avoid in 2013.
In this article, Kiesha notes her second point, which relates directly to the PR industry:
2. Goodbye positive PRs, hello honest to goodness reviews.
If there’s one thing that was abused in SEO last year, that would be the overhyped positive press releases brands published in different sites just to give a good name to their business. While they weren’t under keyword fluff, Google also saw that not all these positive write-ups proved true to their word, and were just published to spread their brand.
Nowadays, it’s no longer safe to send out PRs to just about every press release site available online; it should rather take in the form of honest reviews. They should not only tackle the good, but also see the bad side of things, as this will increase the quality of information your target audiences will use.
In the world of blogging, especially in church technology, the industry in which I focus on with my PR business and blogging, most of the blogs out there are “pay for play.” This means that if you want your product or service reviewed, you’ll need to pay the blogger a sponsored post fee. These fees are usually quite small – anywhere from $50-200 per post, so it’s usually worth it for the company to get a few reviews on niche sites in their industry.
But where does this leave press releases? I’ve noticed a decline in church tech companies sending out press releases in general. Perhaps with social media taking over and resources being allocated to this aspect of the marketing department, PR has taken a back seat (we’ve always been the red-headed step-child, but that’s another blog post).
How do you think PR is affected by SEO? What are some of the changes you see in your industry?