Public Relations Vs Search Marketing
The CIPR has been giving the oxygen of publicity to a white paper with some rather silly predictions in its preamble (which is as far as I’ve got) regarding the future of public relations in light of a perceived threat from search marketing.
It would be foolish to underplay the threat to reputation from emerging media and that makes it a major issue for the public relations industry. Your publics will search Google to find out more about you and if there’s bad stuff out there, they’ll find it.
But as Stuart Bruce points out the emerging PR 2.0 looks much like old fashioned PR 1.0 done right. To quote forgotten jargon from 2005, Search Engine Reputation Management (SERM) will always be subordinate. The public relations profession will have to learn some new tricks and, if anything, clients will need to invest more in PR if they want to keep their reputations online as well as off.
Comments (One comment)
Yes - silly predictions perhaps, though effective at grabbing attention.
You’re absolutely right - clients will have to invest more in PR if they want to keep their reputations online. But before that the PR community as a whole must embrace online PR techniques and start cunsulting on the importance of these issues before their clients learn the hard way.
Daryl Willcox / May 1st, 2007, 5:55 pm / #
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