There are many intersections between earned media and organic search engine rankings, so it makes sense that they would work well together. The PR industry is in an interesting situation right now with so much of the traditional media world moving to digital media. Whether they admit it or not, journalists rely on PR professionals for a pipeline of stories and information. When journalists lose their jobs, media relations professionals lose an essential reason for being in business.
Even if PR departments and organizations are digitally savvy, there are a good number of reasons (7 in fact) to incorporate search engine optimization into their processes: