SEO for PR: A SEO Crash Course for PR Pros!

Scott Winterroth

Tuesday January 8, 2013 – Tuesday January 8, 2013

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Course Description:

Psst… I’ve got a good secret. (Public Relations Pros already make great search engine marketers and at my presentation I’m going to spill all!)

Scott Winterroth
Scott Winterroth, Front & Social

As a public relations professional, you probably already create, manage and curate great content. How many times have you published or released one of the following:

Press Releases
Company Newsletters
Corporate Blogs
Leadership Bios
Product Information
White Papers
Customer Testimonials
… to name a few.

…But are you “releasing” this information the correct way? The above “standards” are great examples of high-quality content that can assist with search engine strategy but the key is knowing how to publish them correctly onto the web. Most importantly the rules of SEO are changing and this is an opportunity to gain traction for you and your clients while securing a solid website search engine foundation for the future. Using content you may already have!

Search Engine Optimization for Public Relations Pros:

Presented by a seasoned public relations pro and digital marketer, Scott Winterroth will provide tactics and strategy that attendees can immediately start to implement (Literally, at the event!) to help build upon their company’s – or their personal website’s – search rankings.

Most importantly, after attending this “hybrid” workshop, attendees will leave with extra confidence knowing the new, new rules of SEO to help preserve their existing hard work and extend the usefulness of old press releases, case studies and white papers. Plus, we will debunk many misconceptions of SEO practice and how avoid “optimization services” you probably do not need.

Here are some topics that we will cover:

  • The anatomy of a Search Engine and how PR Pros should utilize them.
  • Understanding how PR pros already contribute to search engine optimization.
  • Your existing website and Google.
  • Understanding your business’ keyword searches.
  • SEO as a component of Reputation Management.
  • Should I still be optimizing press releases?
  • Pay-Per-Click Advertising
  • Steps for better site rankings and search presence.
  • How to measure and track your performance.

Followed by an intensive “check-up” workshop for those who wish to stay.



A laptop (wi-fi is available)
A desire to learn a lot in a short amount of time!

About Scott Winterroth

Scott Winterroth is the founder of the Chicago-based Front & Social Media, a creative public relations and digital marketing firm and currently serves as the digital marketing manager for McCormick Place, the Nation’s largest convention center. Prior to his current position, Scott served as Public Relations Manager for the Metropolitan Pier and Exposition Authority – owner and operator of Navy Pier, the Midwest’s top leisure tourist destination, and McCormick Place.

Scott is a graduate of Northern Illinois University, DeKalb, Illinois, with a degree in Corporate Communications.

Information from this presentation will be available on his blog, SEO for Public Relations.



Join us for this event at our new Monthly Meeting Location at D.O.C. Wine Bar in Lombard.



Tracee Keyes

Scott, I thought you did an excellent job presenting a concise program that we could all put to use. I hope you don’t mind a couple follow up questions. Thank you!

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