Although most PR pros consider Web 2.0 tactics vital, many still hesitate to use search-engine optimization (SEO) for campaigns. Despite its technical name, SEO is a way for communications pros to ensure campaigns are reaching a broad audience, and that a client's online image is sending the right message.

SEO involves tagging and structuring promotional materials - including press releases, blog posts, corporate Web sites, and media coverage - to boost prominence in search-engine results.

"Sharp SEO ...