As an intern, it is especially important to absorb as much information as you can in order to grow as a professional, no matter what field you work in. I have been fortunate enough to participate in many different webinars during my many months as a public relations intern. My favorite to date was a webinar I participated in at LMGPR, which was done by Business Wire, a commercial news distribution site, on how to optimize your press release to get the best results.


Search Engine Optimization (SEO) is extremely important in the PR world. Search engine optimization is the process of improving the volume and quality of traffic to a website from search engines via “natural” search results. In PR, distributing a press release over Business Wire, for example, actually turns that press release into its own website. This allows you to optimize that release so it appears in keyword search results at the top of the search list causing more traffic to that website. The easiest way to optimize your press release or website is through keyword tags. Most search engines run on keyword searches. In order to optimize your press release, for example, you need to make sure the keywords of that release are everywhere.  They need to be in your title, multiple times throughout the release and you need to create description meta tags with those keywords.  After optimizing your press release, that information will be seen by more people getting the message out to a larger audience.


So for all your public relations interns out there, optimize your press releases and web sites; it’ll impress your boss and your clients.


Click here to view a sample SEO press release.