Public relations versus search marketing – the future of PR in an online world


The latest white paper from Daryl Willcox makes interesting reading for public relations professionals.

It challenges the PR profession to consider how it should respond to the growth in online communications. It also talks about the threat that search engine marketing poses to online public relations.

Daryl does make some generalisations about the public relations profession that I don’t agree with, particularly given how public relations practitioners are actively claiming social media as a PR tool for business.

However he does make some valid points about the lack of leadership for online public relations from the industry’s professional body, the Chartered Institute of Public Relations (CIPR).

The white paper is available to download here.