Search engine marketing guru, Lee Odden, will be addressing the value of integrating PR, SEO and blog marketing at the upcoming WebmasterWorld Pubcon conference next week in Boston.

As you probably realize by now, I am greatly in favor of integrating all of these marketing tactics to achieve the most impact on a company’s bottom line.

“Traditional public relations initiatives can improve results significantly by leveraging online exposure opportunities, ” says Odden. “For example, many pitching efforts are lacking impact because they don’t take into account the fact that press releases are documents that can get indexed and ranked by search engines. Press releases that are optimized effectively can improve media coverage and also assist search engine rankings.”

Lee has written a very insightful article on press release optimization. If you’re interested in receiving a copy of the article “The Lowdown on Press Release Optimization,” click here.

The more we know, the more progress we can make in lengthening human lives and making them more comfortable.

However, it’s a “catch 22″ situation. While increased knowledge helps us find cures for old diseases and some incredible discoveries, technology and new ways of life create new problems.

Let me give you an example:
The Computer – What an incredible invention!
But think about the adverse effects the computer is having on human lives. Indeed, staring at a computer screen all day is causing:

• Eye sight degeneration
• Back pain and posture problems
• Headaches

I bet it’s not long before studies start appearing linking computer usage to Cancer.

Similarly, current theories about the effects of sunlight on the human body illustrate the point that you just can’t win. If you expose your skin to sunlight, you run the risk of getting Cancer. If you go out of your way to avoid sunlight, you deprive your body of a vital source of Vitamin D.

My point? Are we really better off with this knowledge? Is there such a thing as knowing too much?

One of the biggest mistakes that companies make in choosing a Public Relations firm is not taking the time beforehand to pin point exactly why they want to engage in a PR program.

Many of my own clients have said that they want to gain media coverage and the increased brand visibility associated with it, but oftentimes, measuring the success of the program is not top of mind.

I believe that all PR programs should be measured on results. A client may have appeared 20 times in CIO magazine but without a formal measurement strategy in place, there is no way to judge what those 20 pickups mean for the business’ bottomline.

When choosing a PR firm, look for a company that encourages you to measure results and one that actively tracks the impact of media coverage on lead generation and sales.

A results-orientated PR firm will be very focused on your company’s main business objectives, position and key messages. By setting goals and determining a strategy upfront, all parties are clear about why the PR program is in place and what everyone would like to achieve.