I read the blog post the Yin Yang of PR and SEO by Lee Odden and I’m going to sum it up right here:
If a digital asset (text, image, video, audio) can be searched on, then it can be optimized.
No go forth and prosper
Direct Marketing Observations
Digital and Social Media Marketing Insights from Marc Meyer
Direct Marketing Observations 
I might suggest a different mantra – SEO tactics can be used to optimize any content (including that created by PR people) that can be searched.
@ perhaps, but isn’t that essentially saying the same thing Nadja?
Hey Mark, glad you liked the post. Yes, Nadja is pretty much saying the same thing – with a PR slant. 🙂