The Internet has transformed the manner in which many businesses present and market themselves. A primary challenge is to describe and promote a compelling, yet consistent image both on the web and in all other aspects of the marketing process.

While all sorts of new, specialized firms have arisen to build Internet sites, many claim to be experts in creating individualized messages that can reshape business development. In reality, such claims extend beyond these firms’ true areas of expertise.

The modern public relations industry is better positioned to develop messages that communicate coherent brands, responsible reputations and competitive advantage. Ask the right questions and you’ll come to the same conclusion.

Last week, I had a very interesting conversation with a sales executive from a growing Search Engine Optimization (SEO) firm. We were seated together on a lengthy plane flight and he was explaining to me what he does.

His company specializes in building and optimizing websites for companies in the mining industry throughout the United States and Canada. When I asked him how his firm creates unique content for each of its clients while serving so many competitors, he responded, “We find ways.”

Then I asked how his customers extend the branding and operating messages on their websites to other aspects of their promotional activities, he said, “That’s not what we do.”

I had to smile to myself because that is exactly what we do in the public relations field. In fact, all aspects of our comprehensive campaigns focus on distinguishing our clients, their organizational characters and experience, and their specific customer/client-oriented advantages.

Search engine optimization is a valuable service because it can raise a website’s visibility on Google, Bing, Yahoo and their competitors. In the same way that large Yellow Pages ads once attracted the attention of potential clients, SEO assistance in raising search engine positions can play a pivotal role in elevating online visibility.

However, responsible businesses should not rely on SEO firms to establish the basics of their identities and promotional campaigns. These considerations should take place before embarking on any communications strategies. And a skilled public relations specialist remains the best source for integrating those tactics into all aspects of organizational communications.

By David Stiefel