If web marketing techniques are mainly focused on search marketing levers such as natural referencing and online advertising via networks like AdWords, Facebook or even retargeting and RTB platforms, press relations remain an important element of your communication and they can help you improve your visibility in search results pages.
Press relations to boost my SEO?
There was a time when it was relatively easy to position your site in the search results pages thanks to technical and lexical optimizations. A correctly developed site, HTML tags stuffed with keywords, a little over-optimized content, and a good dose of incoming links (backlinks) even low quality and that was it! Unfortunately (or not), the situation has changed, the Google algorithm has evolved and today keywords and backlinks are no longer enough to reach the holy grail of the first Google page, especially if you are looking to rank on very competitive queries.
So yes, let’s face it, reputation, notoriety, and legitimacy in your sector of activity are among the factors that influence the positioning of your site.
From press relations to media relations
It was while talking with the manager of this media relations agency that we understood the change that had taken place between traditional press relations and press relations 3.0.
A few years ago, when we wanted to set up PR actions, we contacted our favorite agency, gave them our press releases and they took care of distributing them to journalists.
Today, everything is moving much faster due to the digitalization of information that can be instantly broadcast around the world, new communication platforms, and especially new players. Real journalists are no longer the only ones to convey information and we must now count on bloggers, influencers, YouTubers, and Instagrammers. This has the effect of multiplying the points of contact with your audience and this is rather a good thing, on the other hand, press relations 3.0 cannot be improvised and you will have to be careful to adapt your messages and your working methods to the interlocutor you will contact. Indeed, you will not communicate in the same way as a journalist or a YouTuber.
