PR vs. SEO: the great debate
SEO (Search Engine Optimisation) agencies have been extremely vocal about how the PR (Public Relations) industry apparently does not understand digital. Let's just knock that myth on the head - we do.In this month's Communicate magazine's regular @loggerheads slot, I was given the opportunity to debate with Andrew Girdwood of Bigmouthmedia. Neil Gibbons, the editor, asked: "Who is better placed to assist a company in its social media strategy - a specialist PR firm or a SEO consultancy?"
The @loggerheads debate format doesn't really allow either side to win, and when two opposing sides are arguing from thought-out (dare I say, entrenched) sides it would be unlikely for either side to concede ground in such a public forum. However I stand by my principle that I have argued before and with Andrew during the debate: PR and online PR, and SEO are different but hugely complimentary skills.
The argument that SEO agencies such as Bigmouthmedia keep on recycling - that PR agencies just don't get digital - is null and void. We do. The standard of best practice and knowledge that I see coming out of the PRCA and its Digital Committee, as well as the industry in general, is amazing. Genius practitioners such as Mat Morrison at Porter Novelli, have deep and clear knowledge of both PR and the web (its technologies, its algorithms and its psychologies).
As an industry, PRs should stand up and be proud of our digital knowledge, our multi-channel experience and our online skills. SEO is extremely important in any social media strategy, however just one part of an online / off-line delivery specific to each client and their objectives. It's vital that both sectors understand and value each others' benefits, and work together in a way that delivers meaningful results.
Labels: digital PR, online pr, PR, PRCA, public relations, Search Engine Optimisation, SEO
posted by thebluedoor at
17:22
2 Comments:
Agree with the your sentiments, its not a them and us situation which only produces poor results for the client.
Hi Abigail,
Good to meet you at TechCrunch yesterday.
I heartily agree with you that the PR industry is fully capable of handling the digital age. Our business is creating dialogue and now we've got more tools than ever to make that happen.
Another great example is Edelman's Steve Rubel. Check out his lifestream at http://www.steverubel.com/
Post a Comment
Subscribe to Post Comments [Atom]
<< Home