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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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
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 engines
- Real life examples
- Blending PR and SEO specialityies
- Changes in the way we work
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.
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
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 strategy
- Cover common challenges when working with other teams (and how to over them)
- Define your strategy swimlanes
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 expectation
- Building trust with clients
- Avoid being a "bank robber" with your campaigns
- Unravel the benefits of presenting a year long strategy
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 content
- Assessing media assets
- The anatomy of a press center
- How to structure an About us
- The imporance of well executed headshots and biographies
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 - from how to find targets, ideating, and how to pitch
- Creating a parent OpEd list (template provided)
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
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 media
- What press materials are needed
- Where to host your materials
- Press release v. media alerts
10 Measurement, reporting, and targeting
What and how to track and measure PR SEO
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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.