Read this article from Top Rank Blog.

“Changes in consumer preferences towards news consumption and sharing habits via the social web present both challenges and opportunities for PR agencies. Searchers increasingly expect to interact with what they find via search.

The opportunity for Public Relations is to understand that leveraging social media as a distribution channel to attract buzz and earn links is as important as keyword optimization of social media content to improve visibility on standard search engines. Simply put: SEO and Social Media go together like peas and carrots.”