It's no secret that the PR industry is changing with the help of the Internet God, Google. After listening in on a conference call today, I was able to learn how search engines dictate the beginning phases of PR and marketing strategies.
In today's world, most consumers don't flip through product pamphlets or speak with company representatives to gather information about a brand. Instead, they go right to the Web, where the amount of information seems infinite.
Today I learned that the key for optimizing SEO (organic search) and SEM (paid search) is to understand consumers' behaviors as they brainstorm their searches. At an "aware" level, searchers may type in general key words. As they become more familiar with products, consumers may begin to search brand names or services at the "preference" and "purchase" levels. With the help of Google Adwords and Google Advanced, companies can monitor the traffic to their sites and the amount of time visitors spend browsing.
This is the future of PR. Not only does GenY have to battle the reputation as "the entitled generation" (as Mark kindly noted), but we also have to learn how to be tech savvy. Just like websites that need to have appropriate content and tags, press releases also need to be weaved with suitable words and phrases.
Working at an agency like Liggett has made me realize that there is so much more to learn outside of the classroom. I know that the remainder of my internship will keep me on my toes when it comes to PR tech trends.
Rachelle Patsey
Brand Management Intern
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