PRLog (Press Release) -
Jun 18, 2009 -
As 'Search' becomes increasingly reliant on good content, SEO agencies are becoming full service agencies. Offerings are becoming broader to include PR. Perhaps this is not surprising as PR has traditionally provided the good, interesting, robust content.
However, I believe that this encroachment presents a Pandora's Box of potential problems. Granted - SEO and Digital PR agencies essentially want the same thing - a client with strong search rankings, with traffic converting into leads, even sales. But, the ways of getting there using each discipline is different.
As the PRCA (
http://www.prca.org.uk/Whatispr) says - PR is all about reputation. PR communicates compelling, robust messages - stories - to a target audience who finds it interesting, useful and relevant. Although 'reputation management' is a bit of a red herring, PR professionals are expert in finding the 'so what' factor - is it new and why would a journalist (and ultimately his or her readers) care.
At thebluedoor (htttp://www.thebluedoor.com)
, we start at the beginning by understanding a client's objectives in order to advise on a route forward. And in the shiny exciting world of all things digital, this approach to delivering excellent PR must remain the same. The strategic rules of PR have to stay solid - whether it is online or off-line, and wherever possible it is our job to ensure that these channels are integrated. In order to understand the rules of PR, specific industry experience (
http://www.thebluedoor.com/about_thebluedoor.shtml) is a must - which is perhaps what not all SEO agencies have. Yes, all industries have good and bad practitioners, but good PR professionals have spent time in the ring. Results don't just happen (in the main): we will have taken time to understand a journalist's agenda, followed their published articles, read the relevant publications and obsessively followed the news agenda.
I feel that it is vital for the different disciplines of SEO and PR to remain true to their origins and not become diluted. Instead of becoming an 'expert' in all things to all people, our combined challenge is to understand each others different but related areas of expertise. Agencies must work together, complementing each other, to achieve the best results for our clients.
