Media and marketing agencies have a completely different skills set and they think in a very different way, namely, how can I buy this online space, add yet another channel to my campaign and, of course, how much commission can I make.
I fundamentally disagree with the argument that PR agencies cannot effectively influence Google rankings through SEO expertise. Onlinefire, part of the Eulogy group, has recently developed an SEO PR campaign for one of our clients and in less than three months has seen significant uplift in natural search and inbound links.
The other critical point is that online PR should not be operating in isolation from offline PR. Online activity must be integrated into the wider PR campaign to ensure true consistency of message.
The main problem the PR industry has is educating clients about online PR and what it delivers versus what digital marketing and media agencies say it is. We need to shout louder about the work we are doing, be proud of it and inhabit the space in which we naturally belong.
Lara Leventhal, MD, Eulogy