When talking about SEO for PR people, one thing that shouldn't be short-changed is the idea of really thinking about writing news releases for a Web-searching audience. Sure, write for the media, too, but the pitch is more important to the media in most cases than the specifics of what's in the release.
That said, one could go on for days about search engine optimization for news release writing. I know a fair amount, and there are obviously people who do all SEO, all the time, for a living.
(I, too, was at the PR Newswire seminar. It was useful, but I wish there would have been more talk of ow "traditional media" use social media.)
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