At the MTM Agency’s latest Think Tank event, SEO Team Manager Kelsie Tune and Head of PR and Social Chloe Buchanan explored a timely and powerful concept: the convergence of PR, organic social, SEO, and paid media into a unified, performance-driven strategy.
The session entitled PR, organic social, SEO & paid - A hybrid strategy that works offered guests a deep dive into how integrated planning and execution across these historically siloed disciplines can elevate brand performance and drive measurable results.
PR is evolving
The goal of PR has always been about shaping public perceptions. Traditionally this was all about output - press releases, newspaper column space and media features. Whilst these things still have a place, modern PR encompasses everything from online news pitching, podcasting, influencer management, and any owned content on your channels.
In a media landscape oversaturated with advertising, the credibility that earned media brings has never been more valuable. Consumers are more discerning, and trust is harder to earn. This is where the PESO model comes into play, meaning integrating Paid, Earned, Shared and Owned media. The sweet spot for the modern PR manager falls at the intersection of all four.
Earned media is exponentially strengthened when coordinated with owned content, amplified by pay-per-click (PPC) advertising and strengthened via organic social media, meaning, integrated marketing strategies are seeing more success than ever.
PR and SEO: A mutually beneficial relationship
At first glance, SEO and PR may seem different. PR is about storytelling whereas SEO is about keywords and algorithms. However as media consumption has migrated online, PR and SEO have become natural allies.
When a brand secures digital coverage through PR, whether via an interview, news story or expert commentary, those mentions often include backlinks. These backlinks, particularly from high-authority sites, significantly boost domain authority and organic visibility for the brand’s own site. This drives site visits and brand awareness so that the brand is more likely to access even more prestigious coverage moving forward - hence, the symbiotic relationship continues and the integrated marketing strategy prevails.
Referral traffic from these placements can also drive qualified users to the site, while strategically placed thought leadership enhances the brand’s perceived expertise. This aligns with Google’s EEAT (Experience, Expertise, Authority and Trust) algorithm which rewards brands that demonstrate credibility and authority through consistent, high-quality content and backlinks from other authoritative sites.
PR teams also offer a crucial advantage in the form of demand insights. By staying close to media trends and industry developments, they often detect emerging topics before keyword tools register them. This can provide SEO teams with a head start in content creation and optimisation.
One MTM client that embraced this integrated approach saw a 153% increase in branded search impressions, a 225% uplift in organic sessions, and a 113% spike in referral traffic – all indicators of unified PR and SEO strategies.
Multichannel cohesion: PR, organic social, SEO and PPC ads
There is a difference between multichannel, and truly integrated marketing strategies. Each discipline brings its own purpose:
- PR will create the story
- SEO will give it presence
- Organic social will give the story momentum
- Paid social ads will ensure its actually seen by the right people at the right time
By combining the credibility of PR, the visibility of organic search, the buzz of organic social and the precision of paid advertising, we are not just sharing the story, we are driving results and boosting ROI.
When these elements coordinate in the right way, it pushes audiences through the funnel- from awareness to action. Some practical applications include:
- PPC ads amplifying PR mentions: Prolong the life of good PR coverage by turning articles into PPC social ads
- Supporting SEO with paid search: PR pieces may take a while to rank organically so you can bridge the gap and maximise impact by boosting PR coverage in search in the interim
- Retargeting: Visitors who land on site via PR-driven referrals can be retargeted through paid media, reinforcing campaign messages and driving them back into the funnel
- Coordinated messaging: Aligning the tone and messaging on earned and paid media creates a consistent brand presence and voice
Key takeaways for marketing leaders
In a world where brand credibility and consumer trust is hard won, ensure your PR, SEO, organic social and paid strategies are working hard for you- and working together. By taking an integrated approach, you can leverage credibility, discoverability, engagement, and precision for maximum impact. Some key points to implement are as follows:
1. Break down silos
Align PR, organic social, SEO, and paid teams with regular collaboration.
2. Coordinate content and keywords
Use SEO insights to guide PR efforts as well as PR insights to guide SEO content.
3. Leverage PR for backlinks
Track and measure SEO impact from media mentions.
4. Amplify PR content with paid media
Use PPC channels to extend the life of PR content.
5. Ensure consistent messaging
Keep brand storytelling unified across all platforms.
Ready to transform your marketing strategy with a fully integrated approach? Get in touch with The MTM Agency today to discover how we can help you align PR, SEO, social, and paid media to drive meaningful results.