Is there a future for PR agencies?

I'm in the process of writing a whitepaper about online PR and my perspectives on the state of play, with particular reference to the impact on the PR agency. It's been a valuable exercise just to gather all my thoughts on this subject.

Before I started putting the document together my belief was that the majority of PR agencies have failed to appreciate how online media is changing the behavior of their audience and therefore the significance of online media to their business. Having got draft number one of my whitepaper out and shared it with a few people, I am even more convinced that the PR sector is lagging dangerously behind on these issues.

The risk is that search marketing agencies (also known as search engine optimisation agencies) will steal PR's thunder. Sounds radical? Consider this: eight per cent of all press releases posted through the Response Source/SourceWire Press Release Wire in January came from search marketing agencies rather than PR agencies. I actually thought that number would be a little higher, but I can guarantee that during 2007 it will rise considerably.

The final version of my whitepaper will be out in a few weeks. Email me if you want an advance copy.

Comments

[Shane Quigley]

Hi Daryl, I agree with the initial thoughts you have shared above. I am also trying to understand what the future of SEO and PR might be.

Will the two co-exist? Will one absorb the other? Who is in the strongest position now?

Let me know your thoughts on my post - PR is dead, long live SEO!
http://blog.epiphanysolutions.co.uk/2007/03/pr-is-dead-long-live-seo.html

[kdd]

I disagree Daryl. PR is not only about SEO but it should play an important part from the beginning - not just as a campaign is about to launch. PR is also about relationships and knowledge, in an area SEO's have no experience of - and that is something to be shared and used to maximise our press efforts. I suggest you read one of my clients - Wordtracker - blogs on e-consultancy which not only makes the case succinctly but also most PR's (and their clients) should find informative and useful.http://www.e-consultancy.com/news-blog/author_4265/ken-mcgaffin.html

[Daryl Willcox]

Hi kdd, thanks for your comments. I'm not sure what you are disagreeing about though.
I believe - like you do - that PR professionals have a lot to offer in the SEO process. The reason I present the 'worse case scenario' of search marketers stealing the agenda is to stimulate debate, in the hope the PR community rises to the occasion.