Collaborate on Ideas First, Then Execute. Often, PR experts and SEO teams will cooperate, but the results they get are suboptimal. This is because they have different tactics to determine what content to produce and promote, and different measures of success.
Public relations (PR) experts may be focused on current trends, while content marketers and search engine optimization (SEO) experts may be focused on keywords with high search volume. Both of these tactics are effective, and if you combine them, you can produce even greater results. The normal process is for a content creator to produce articles, videos, and other content, and then for the PR expert to figure out how to promote it.
Instead, the PR manager and the content creator or SEO team members should meet to discuss the outcomes they want, such as total impressions, keyword rankings, and the audiences they want to reach. Then, they should collaborate on ideas that draw from each of their areas of expertise. After that, they can produce the content and marketing plan in parallel, to maximize their results.