从表面上看，公共关系业似乎是在一个动荡中。 But in reality, PR firms and agencies have never had a better opportunity to do what they're supposed to do – communicate with the public.但在现实中，公关公司和机构都没有一个更好的机会做他们应该做的事 - 与市民沟通。

Media relations, which was once synonymous with public relations, is only one element in connecting with the masses.与媒体的关系，这是一次与公共关系的代名词，只有一个与人民群众联系的因素。 Now PR pros have to understand how to leverage a broader spectrum of mediums.现在公关的利弊，要了解如何充分利用更广泛的媒介。 They have to ask themselves, “where are the people?”他们问自己，“在哪里呢？”

And that question is easy to answer: search engines and social media.而这个问题是很容易回答：搜索引擎和社会媒体。 Think about these numbers: 400 billion people conduct online searches every month.想想这些数字：400亿人进行网上搜索每个月。 And there are more people on Twitter and Facebook than there are in most countries.并且有更多的人比对Twitter和Facebook在大多数国家都存在。

Compare that to The New York Times and USA Today , two of the largest national dailies in the United States.与此相比， 纽约时报和今日美国 ，两名美国最大的全国性日报研究。 Together they combine to have a circulation of about 3 million people.他们结合到一起有大约300万人民的流通。 Ask yourself, where is the public?问问自己，如果是公共？ What's the best way to communicate with that public?什么是最好的方式与市民的沟通？ Is it through traditional media, or through search engines and social media?是通过传统媒体，或通过搜索引擎和社会媒体呢？

The answer is D, all the above.答案是D，以上所有的。

And the good news is, you can knock out both birds with one stone.而好消息是，你可以淘汰一石两鸟。 If you use good SEO services , you can reach out to your customers and the media at the same time. PRWeek and PRNewswire recently released a joint study about journalists' use of search engines and social media for researching stories.如果您使用好网站排名优化服务 ，你可以接触到你的客户和媒体在同一时间的。PRWeek和华美最近发表了一份联合研究，对记者的媒体使用的搜索引擎和社会研究的故事。 They measured the responses of 2,685 journalists and PR professionals:他们测量了2685新闻记者和公关专业人士的反应：

• 95% of journalists use Google and other search engines during the course of research for a story 95％的记者使用的一个故事研究谷歌和其他搜索引擎在课程
• 93% of journalists look at a company website during the course of research for a story 93％的记者进行的一项调查研究的故事，是在公司网站上的课程
• 34% use a company blog during the course of research for a story 34％的公司使用在研究过程中的一个故事博客
• 46% say they sometimes or always use blogs for research purposes 46％的人表示他们有时或总是使用用于研究目的的博客
• 45% of journalists say they've quoted a blog in an article记者45％的人说他们已经在一篇文章中引述的博客
• When researching a company, 90% say they acquire information through a company's website.当一家公司进行调查，90％的人说他们的网站获取信息，通过一个公司的。
• 33% of journalists report using social networks in their research as opposed to 24% in 2009 33％的记者在他们的研究报告使用的社会网络，而不是2009年的24％
• 32% of journalists have quoted a Twitter post in a story 32％的记者引述了一个故事Twitter的职位

To sum it up, these stats paint the obvious picture: Journalists rely heavily on search engines, blogs and social media for stories.概括起来讲，这些统计油漆明显图片：记者依靠搜索引擎，博客和社会媒体大量报道。 Almost every journalist that responded said they use search engines and a company website for a story.几乎每一个记者说，回应说，他们使用搜索引擎和一个公司的网站的故事。 What does that mean for a PR pro?这对于一个公关职业是什么意思？ They need to make sure their clients can be found online by journalists, that they have a navigable website with an informative blog, and are active on social media.他们需要确保他们的客户可以找到记者，他们已与一航网站信息博客1，网上，并以积极的社会媒体。

Make it Easy for Journalists可以很容易的记者

In PRWeek/PRNewswire's report, 72% of journalists reported a higher workload than last year.在PRWeek /美通社的报道，72％的记者比去年增加了工作量。 Reporters are doing more than ever, so it's important to make their life easier.记者正在做的比以往任何时候，因此重要的是使他们的生活更轻松。 A good website combined with top placement in the search engines won't just get you more traffic and conversions, it won't just help you connect with the public better, it will also help you connect with journalists better, which may help you get significantly more press.一个好的网站，在搜索引擎广告首位合并将不只是让你更多的流量和转换，它不仅将帮助您与公众更好地连接，它也将帮助您更好地与记者连线，这可能会帮助你按得多。

Reputation Management声誉管理

This could deserve its own blog post.这可能是值得自己的博客帖子。 SEO reputation management helps drive positive traffic to the top of the search results, and pushes negative traffic to deeper pages.搜索引擎优化声誉管理有助于积极推动交通的搜索结果的顶部，并推至更深的负面交通网页。 For organizations that need an image overhaul, SEO reputation management is a potent tool PR agencies should be able to use effectively.为企业进行形象改造，搜索引擎优化声誉管理是一个有力的工具，公关机构应该能够有效地利用。

Power of Blogs for Press Blog的功率新闻

Now, on the negative side.现在，在消极的一面。 51% of journalists in this report said they don't find company blogs useful – because they don't trust how businesses are presenting information. 51％的记者在这份报告说，他们没有找到博客公司有用的 - 因为他们不信任，说明企业正在演示的信息。

“You don't want to just take what a company is saying as a reflection of the whole truth,” a reporter said, who was quoted in PRWeek/PRNewswire's study. “你不想只是采取什么公司是作为整个真相反映说，”记者说，谁在PRWeek /美通社的学习引用。

However, that's a problem with press releases and everything else you might do to sell a story.不过，这是一个有问题的新闻发布和一切你可以做销售一个故事。 Reporters, in general, are skeptical.记者，一般来说，持怀疑态度。 To overcome this, make sure your blog is up-to-date, provides valuable, honest, objective content.为了克服这个困难，确保你的博客到了最新，提供了宝贵的，诚实的，客观的内容。 A good blog that is easily researched can give journalists a trouble-free way to research your industry and quote you.一个好的博客，很容易研究可以给记者一个无故障的方法来研究你的行业和报价。 Make sure you provide background information, advice, multimedia, etc., to make it easy for reporters.请确保您提供的背景资料，咨询，多媒体等，使之便于记者。

To reach more reporters, you have to be in direct correlation with what journalists are doing.为了吸引更多的记者，你必须直接与相关记者正在做什么。 And today, journalists are doing what everyone else is doing – searching online and delving into social media.而今天，记者正在做其他人都在做什么 - 网上搜索到社会媒体和钻研。