It’s beneficial to monitor what is being said about your brand using daily news alerts, social media sites, and tools that can analyze coverage over periods of time. My client called me this morning and requested a report showing how many people were searching about a particular topic in the news recently that was associated their product. Our team pulled reports using tools like Google Trends and AdWords, and we found that the search trends had not changed significantly as a result of the breaking news. Sure, there’s lots of news out there, but SEM can be instrumental in determining the “level of interest” amongst the public.
So, next time you’re creating a public relations strategy, be sure to factor in search marketing tactics and strategies to maximize the effectiveness of your efforts. When these two disciplines work together, they can become a powerful force behind any brand or organization.