From August through December of 2018, I served as a teaching assistant to Professor Richard Clancy.
In addition to aiding in the instruction of multiple Introduction to Advertising and Public Relations classes at UNC-Chapel Hill’s School of Media and Journalism, I pursued an independent research project under Professor Clancy’s guidance. My interest in the interconnected worlds of SEO and public relations culminated in the paper featured below.
ABSTRACT: This independent research study aims to explore the relationships between Search Engine Optimization, traditional public relations techniques, and the creation of the internet. It aims to answer whether SEO has come to fruition from the creation of the online space alone, and if SEO should stand for simply optimizing to rank highly on a search engine or should more fully encompass techniques worthy of being called digital public relations practice. Ultimately, by exploring both pro-SEO and pro-user experience but anti-engine ranking opinions, this paper aims to show the importance of approaching SEO as an evolution and parallel to traditional public relations techniques.
For the full research paper, please download the file above.