Become great at integrated public relations & SEO

Create and execute highly effective PR and link building strategies

By Lexi Mills,

CEO @ Shift6

Course length: 2h 28min

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English subtitles Certificate included

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Create and execute highly effective PR and link building strategies

Through effective integration, you will be able to create measurable scalable results that impact reputation, rankings that don’t date with the google algorithm changes.

After taking this course you’ll…

  • Design, execute and promote a PR SEO program that builds brand, links and drives traffic.
  • Navigate the challenges of working with other departments and getting critical sign-off on projects and campaigns.
  • Measure and report the value of PR SEO work.
  • Understand what tools can support your work and how and when to use them.
  • Develop excellent on and offsite media relations materials to enhance the impact of your promotional work.

Skills you will master

Link Building strategiesMarketing campaignsPR strategyPublic relationsPR campaigns

Lexi Mills

CEO @ Shift6

Lexi Mills is a multi-award-winning and data-driven digital marketing expert, specializing in PR SEO and emotionally intelligent business strategy. She’s President of The Future of Search Foundation and CEO of Shift6, an international consultancy that provides professional services and training to agencies, corporations, government entities, and investors.

Lexi’s research focuses on the opportunities and ethics of artificial intelligence, and the growing risk posed by bias within algorithms, particularly in healthcare sectors.

Your course curriculum

Integrated Public Relations and SEO

1 Introduction to PR SEO

Join Lexi as she introduces herself and outlines the rapidly growing field of PR SEO. Topics covered: The evolution of search enginesReal life examplesBlending PR and SEO specialityiesChanges in the way we work Resources Historical Google Updates relat

2 Understanding links

Links are vital for driving organic traffic to a website via search engines and content placement on other sites. Quality links help to raise domain authority and therefore search engine ranking. Lesson slide deck Resources When to sacrifice links for

3 PR SEO’s role in brand, investment, and acquisition

Familiarity = favorability. Topics covered: What are P0 and smart results? What rich search results mean for brands Risk and opportunities Lesson slide deck

4 The challenges of an integrated strategy

Although the initial stages of getting a team to integrate can be challenging, all work should perform higher when all teams are pushing towards the same goals and supporting each other. Topics covered: Identify the risks of not integrating your strate

5 Risk managed PR SEO strategy

A summary of the contextual importance of building an audience for brand marketing, and the difference between audience building and customer acquisition. Topics covered: How to regulate client expectationBuilding trust with clientsAvoid being a “bank

6 What content do you need on your site and why?

There are two types of visitors to your site: your customers and journalists. This lesson focuses on how to serve your journalist site visitor. Topics covered: Leveraging anchor contentAssessing media assetsThe anatomy of a press centerHow to structure

7 Drumbeat PR SEO

Use the drumbeat approach to communicate a steady stream of large and small actions and stories, over time, to reinforce your client or site’s mission and purpose. Topics covered: Maximizing your forward features How to showcase awards Writing bylines

8 What to pitch and how

Pitching is part of the game. This lesson will get you ready. Topics covered: Pitching stragegt: from soft sell to day-of-launch How to get multiple exlusives Pitching on the phone Real world examples Resources Lesson slide deck

9 Press Materials

Journalists are busy and it is imperative that your press materials be presented in a professional manner. High-quality press materials do not go unnoticed. Topics covered: The anatomy of a story for mediaWhat press materials are neededWhere to host yo

10 Measurement, reporting, and targeting

What and how to track and measure PR SEO Resources Lesson slide deck

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Learn Public Relations and SEO: FAQ

What will you learn in this course?

After taking this course, you will:

  • Design, execute and promote a PR SEO program that builds brand, links and drives traffic.
  • Navigate the challenges of working with other departments and getting critical sign-off on projects and campaigns.
  • Measure and report the value of PR SEO work.
  • Understand what tools can support your work and how and when to use them.
  • Develop excellent on and offsite media relations materials to enhance the impact of your promotional work.

What does the course include?

Our Public Relations training includes 10 lessons, 1 downloadable resource, 2h 28min of video material, several assignments, and a final exam.

Are subtitles available for the lessons?

Lessons have English subtitles and transcriptions available.

Will I receive a certificate of completion?

After taking this course, you will receive the Public Relations Certification from CXL, with credentials that you can add to your LinkedIn profile.

What is the refund policy?

All plans come with a 7-day refund period .

How long will it take for me to finish it?

This is entirely up to you – it’s how many study hours per week you can put in. This course is 2h 28min long.