The Intersection of PR, SEO, and Brand Visibility

By Samuel Adesote

Timileyin Omilana is a seasoned PR and communications strategist with over six years of experience in media relations, digital PR, and reputation management. Currently an Account Manager at Wimbart PR, he has a proven track record of securing high-profile media placements and shaping narratives for tech brands across Africa and beyond.

With expertise spanning SEO-driven PR, crisis communication, and thought leadership, Timileyin has worked with major publications like Bloomberg, CNBC, and The Africa Report. His work is rooted in data-driven storytelling, brand positioning, and innovative media strategies that drive engagement and business growth.

In this interview, he shares insights about the ever-evolving world of branding and communication, shaping narratives and winning hearts for clients. Excerpts.

1. What inspired you to pursue a career in PR and communications?
   From a young age, I was captivated by the art of storytelling, how a well-crafted narrative could shape perceptions and spark meaningful change. My journey began in journalism, where I covered a wide range of topics, but it wasn’t until I witnessed firsthand the power of strategic communication that I realized how public relations could amplify a brand’s voice on a larger scale. PR combines my love for storytelling with a deep interest in brand strategy. It allows me to craft narratives that don’t just tell a story but influence the public, foster trust, and drive action. Ultimately, it’s about creating authentic connections between brands and their audiences, and that’s what keeps me motivated every day.

1. How has digital PR evolved over the years, and where do you see it heading?
   Digital PR has undergone a profound transformation, moving away from traditional media placements toward a multi-faceted, integrated approach. In the past, a press release or a media mention in a major publication would suffice. Today, it’s about a cohesive strategy that blends SEO, influencer marketing, content creation, social media engagement, and data-driven insights to create a holistic PR effort. The future of digital PR is incredibly exciting. I foresee an increasing reliance on AI-driven tools for real-time sentiment analysis and performance tracking. Brands will harness big data to create hyper-personalized campaigns that speak to individual needs and preferences. In the next few years, I expect the lines between traditional media and digital PR to blur even further, creating a seamless and integrated communication experience.
2. What are the biggest challenges brands face in crisis communication today?
   The speed at which information spreads and misinformation, in particular, has radically altered the crisis communication landscape. Social media platforms have empowered consumers to voice their opinions immediately, which means that brands must be prepared to respond within minutes, not hours. A key challenge is maintaining control over the narrative while also ensuring transparency. A crisis doesn’t just affect brand perception in the short term; it can have long-lasting effects on customer trust and loyalty. Brands must have a robust crisis communication plan in place, and they should be proactive, not reactive, in monitoring potential issues before they escalate. It’s also essential to have a dedicated team ready to pivot quickly, be transparent, and communicate with empathy. A company’s response or lack thereof can make or break its reputation during a crisis.
3. What role does SEO play in public relations, and why is it important?
   SEO is crucial for extending the life and impact of PR efforts beyond traditional media cycles. A well-executed PR campaign should not only aim for immediate press coverage but also consider the long-term digital footprint it leaves behind. Articles, interviews, and press releases need to be optimized for search engines to ensure they’re discoverable over time. By aligning PR strategies with SEO best practices, brands can maintain a consistent presence online, driving organic traffic to their websites long after a campaign has ended. This synergy between PR and SEO ensures that the brand’s message continues to resonate and that the content remains visible, even as the news cycle shifts. PR doesn’t just create awareness, it also builds authority and trust, and when SEO is factored in, the credibility of the brand is amplified.
4. How do you measure the success of a PR campaign?
   Success in PR goes beyond media impressions or the number of headlines a brand garners. While traditional metrics like media mentions still play a role, I’ve found that truly measuring success involves looking at deeper, more meaningful metrics. Audience engagement—whether through social media interactions, comments, or shares—provides insight into how the audience is connecting with the message. Sentiment analysis is another vital tool for understanding how the public feels about the brand post-campaign. Website traffic driven by PR efforts is also a key indicator, as it shows how well the campaign is driving tangible action. Additionally, I track brand perception and overall positioning, ensuring that the PR campaign aligns with the brand’s long-term objectives. Tools like Google Analytics and social media analytics platforms make it easier than ever to track the full impact of a PR strategy, not just in terms of media visibility but also in terms of brand health and growth.
5. What strategies do you recommend for brands looking to improve their thought leadership positioning?
   Establishing thought leadership requires a long-term commitment to authenticity, consistency, and value-driven content. Brands should focus on delivering high-quality insights that address industry challenges or emerging trends, positioning themselves as experts who are genuinely contributing to the conversation. One of the most effective strategies is to have key executives or spokespeople become visible across multiple platforms—whether it’s through contributing thought-provoking articles, participating in panel discussions, or appearing on podcasts and in the media as experts. It’s also important to build a content ecosystem that supports thought leadership—blog posts, whitepapers, webinars, and social media content all contribute to reinforcing a brand’s authority. Thought leadership doesn’t happen overnight, but when done right, it positions a brand as a trusted voice in its industry, building credibility and trust with its audience.
6. What’s your advice for startups looking to build strong media relationships?
   For startups, the key to building strong media relationships is focusing on authenticity and value. Journalists are constantly inundated with press releases and pitches, so standing out requires offering something unique—a compelling story, valuable industry insights, or a fresh perspective. Instead of sending generic press releases, I encourage startups to build relationships based on trust and mutual respect. Understand the journalist’s beat and needs, and pitch them relevant, newsworthy stories that align with their audience’s interests. Startups should also be proactive in maintaining these relationships—offering expert commentary, responding quickly to media inquiries, and being transparent and approachable. In today’s competitive media landscape, media relationships are just as much about being a reliable and valuable resource as they are about securing press coverage.
7. Can you share an example of a PR campaign you’re particularly proud of?
   One campaign I’m particularly proud of was when I successfully pitched AFEX to major international outlets like Bloomberg and CNBC. Securing media coverage for a brand in the highly competitive tech sector, especially on a global stage, was a significant achievement. What made the campaign stand out was how we tailored the pitch to focus not just on the company’s growth but also on the larger economic impact of its services. The campaign helped elevate AFEX’s brand visibility, positioning them as a leader in the fintech space, and showed the power of aligning PR efforts with broader business objectives. It was a testament to the power of strategic storytelling and media relations, and how they can drive tangible business outcomes.
8. What’s one PR myth you’d like to debunk?
   One of the biggest misconceptions about PR is that it’s simply about sending press releases. While press releases still play a role in a broader PR strategy, effective public relations is so much more than that. It’s about relationship-building, strategic messaging, reputation management, and consistent brand positioning. It’s a long-term, dynamic process that requires agility and a deep understanding of both the brand and the audience. PR professionals work closely with media, influencers, and the public to craft stories that resonate, build trust, and ultimately drive action. It’s not a one-and-done effort; successful PR campaigns require ongoing engagement, adaptability, and a clear understanding of how to manage a brand’s narrative in an ever-changing landscape.