For many years one of the best ways companies could get their business in front of consumers and the media was through public relations, but as things have shifted to the internet, one marketing expert says social media and search engine optimization (SEO) needs to be used.

Writing for the Online Marketing Blog, Lee Odden says that as more people and ad dollars have moved to the internet, PR agencies have an opportunity to "deliver more value to their clients" by integrating search engine optimization (SEO) and social media to their news content.

"The increased use of search and social media both by the media and by end consumers should motivate PR professionals to better understand the digital PR strategies and mechanics of successful SEO and social web participation," writes Odden. "Keyword research, content optimization and promotion along with link building make up the core of search engine optimization for news content."

Odden says using these techniques will make it easier both for journalists and consumers to find the news content which add to the results of a PR campaign.

At the SMX West Conference in February, Bruce Clay told that press release style content is a good way to boost traffic to a site. But Clay warned that the content must have some newsworthiness in order to be worthwhile.

"I’ve seen people do press releases that had zero newsworthiness," Clay told the website. "Those are no good. You want to have something that people will care about and tell two friends."