SEO and public relations have much potential for synergy. Not only can you get media coverage, you can encourageeditorial links.
One basic PR practice that works well for link building is the 12-month planner. Everything that happens in your industry can create link building opportunities. But if you just react and do things at the last minute, you aren't going to get maximum return for your effort.
However, plan ahead and you'll see many opportunities open up – and you'll be able to give them the time they deserve in advance.
Your promotion doesn't happen in isolation. You have to compete for attention and links with competitor activity, industry events, new product launches, research reports and breaking news stories.
If you launch a piece of content at the wrong time, your story just might not get noticed. So it's a good idea to map your campaign ideas and initiatives against what's happening in your industry.