One of the areas where we are seeing rapid growth is in the arena of search engine optimization (SEO) and online reputation management. As I recently noted in an article in PR Week, all of the talk regarding the changing nature of “traditional” Public Relations, I for one am surprised at how little attention is paid within the Public Relations field to online reputation management and SEO.

SEO determines rankings on Google and other search engines. For example, search for a term – any term – like jewelry, pizza, food, or what have you, and SEO affects what brand or store will come up. If its number 1 result, or its listed on page 1, it can change ones’ business. Similarly, online reputation management protects a company’s reputation online and ensure that negative feedback and slander are eliminated from high-ranking webpages.

By properly utilizing SEO, and using a local SEO agency as part of a strategic PR campaign, companies are able to impact the largest media outlet – Google. The problem here is that most companies just opt to go with “any old” SEO agency, rather than using an industry-focused SEO agency. For example, dental clinics should be using an agency such as The SEO Dentist – as they will know and understand your industry down to a T.

Major components of both PR & SEO involve content creation and, as such, SEO done properly has a long-term effect. It’s a very positive byproduct of a successful Public Relations campaign.

SEO is an area our PR agency is seeing tremendous growth in and, I predict, an area other PR firms will see growth in as well. As the nature of Digital Marketing and outreach is developing. More and more businesses are seeing the possibilities and the potential it can bring to their company. There are various ways that marketing online can be useful through SEO (organic) which is most common to PPC which isn’t as widely used due to it’s nature of cost. Having a look at John King for some tips and tricks could be the resource for you.

Ronn Torossian


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Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.