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.

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Ronn Torossian


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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.