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Here is my advice to PR: Stop wasting your time fretting about the downfall of the mainstream media. Partner with an SEO firm, demand quality content from a former reporter, and engage in the great key-word land grab that is happening right underneath your noses.

Key word communications is about pushing out quality content tied to key words that showcase your core competency, surface in a myriad of online searches and deliver new business again and again. While the traditional media, especially the trades, will simply be one spoke on the communications wheel, public relations and SEO need each other in the worst way…….

I recently had a client hire me a month after he inked a deal with an SEO firm. It wasn’t long before I ran across rogue articles using Google supposedly written by my client. They were poorly penned, embarrassingly off-topic and the firm’s name was spelled wrong. The client had never approved copy, nor been privy to any part of the process. I was outraged.

There is a wellspring of quality writing talent waiting to be tapped for the future of key word communications. Let the crashing of the Rocky Mountain News signify a rising up of a new model that frees us all! 

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