Moody, M., &
Bates, E. (2013). PR Students' Perceptions and Readiness for Using Search
Engine Optimization.Journalism & Mass Communication Educator, 68(2),
166-180. doi:10.1177/1077695813478182
Enough evidence is available to support the idea that public
relations professionals must possess search engine optimization (SEO) skills to
assist clients in a full-service capacity; however, little research exists on
how much college students know about the tactic and best practices for
incorporating SEO into course curriculum. Furthermore, much of the literature
on the topic is in trade publications and blogs rather than scholarly journals.
To fill this void, this study has two primary objectives. First, it seeks to
shed light on definitions, trends, and current practices relating to the use of
SEO in public relations. Second, the study seeks to learn how much students
know about SEO and where they acquired their knowledge. Educators can
incorporate this information into curricula to help students remain current
with the profession. Study findings are informative not only for PR professors
who are considering adding SEO elements to courses but also for PR
professionals who want to learn more about the topic. [ABSTRACT FROM AUTHOR]
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