But let's look at the real reason for this. PR has always struggled to measure its success and justify its budgets. The internet provides the industry with tangible measurements that can show return on investment.
While content remains king, people still search using keywords. It will be those PR companies that can truly understand the practices of digital marketing that will blossom most.
Do not be surprised to see this merging of skill sets with more PR and digital agencies to offer a fully rounded service.
Dave King, CEO, Digitalis Media