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ERIC Number: EJ1001090
Record Type: Journal
Publication Date: 2013-Jun
Pages: 15
Abstractor: As Provided
Reference Count: 0
ISSN: ISSN-1077-6958
PR Students' Perceptions and Readiness for Using Search Engine Optimization
Moody, Mia; Bates, Elizabeth
Journalism and Mass Communication Educator, v68 n2 p166-180 Jun 2013
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. (Contains 7 tables and 28 notes.)
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Publication Type: Journal Articles; Reports - Research
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A