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Public relations
News Release from: Daryl Willcox Publishing | Subject: Public Relations Versus Search Marketing
Edited by the Marketingservicestalk Editorial
Team on 05 April 2007
PR must confront search marketing threat
Public relations risks being sidelined by search marketing agencies as organisations begin to realise the benefits of online visibility, according to a white paper published by Daryl Willcox.
Public Relations Versus Search Marketing - Clash or Collaboration? identifies a trend in which search marketing agencies and search engine optimisation agencies are beginning to offer online PR advice and services, crossing over into the realm of the PR professional The white paper says: "The worst case scenario for PR, and this is in the real world and not fantasy, is that PR loses significant ground to an apparently more dynamic and imaginative profession - search marketing
This article was originally published on Marketingservicestalk on 30 Jul 2007 at 8.00am (UK)
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"The danger is that this new discipline will take a bigger slice of the marketing budget at the expense of PR and search marketing agencies will start to take on communication roles that were previously part of the PR function".
Daryl Willcox, founder and chairman of Daryl Willcox Publishing, felt compelled to write the paper to share his observations after studying the search marketing industry and attitudes among 'traditional' PR professionals towards online media.
Willcox was prompted to take a closer look at the search marketing sector after search marketing agencies started to use his company's online press release distribution service.
Ten per cent of all releases posted to the Response Source/SourceWire Press Release Wire now come from search marketing agencies rather than PR agencies.
Willcox said: "Public relations is a vibrant discipline but right now search marketers are on the whole showing greater initiative and imagination; if this continues PR could lose its voice".
He added: "There are many PR professionals out there who have grasped online PR with great tenacity but they remain in the minority.
"PR specialists need to educate themselves about how online media can benefit their clients and adopt new techniques to get results".
The white paper, Public Relations Versus Search Marketing - Clash or Collaboration?, is available from Daryl Willcox.
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