Received an EDM about Search Engine Marketing from Marketing Interactive Magazine. The intro gave a simple, straightforward steps to boosting your online profile (ie. PR). Allow me to shameless cut and paste here so that the knowledge can be shared:

THE ISSUE
There are myriad methods to help boost your presence and build your brand via online search engines, but which is right for your business? When do you focus on optimising your site’s content, when is it more effective to engage paid or organic search, and how much should it really cost you? As the online battle for top rankings in search engines really starts to heat up, marketers need to be as informed and prepared as possible of their options in order to accomplish what’s really important: achieving greater lead generation and online conversions.

STOP STABBING IN THE DARK
1) Identify your issues – Key challenges marketers face maximising their online spend and ROI
2) Get the data you need - Enhance your knowledge of free product offerings
3) Know your audience – Understanding general search engine usage behavior
4) Be informed – New trends for managing your SEM campaign
5) Make more sales – How to optimize & convert your website traffic to real $$
6) Make it easier for your audience to find you – Incorporating offline-online integration into the marketing mix