PR Week has an interesting article (pay wall) about how the industry is changing. The data came from the PR Census that PR Week did in association with the PRCA.
I was surprised by the change in importance of a number of areas:
- The relative decline in importance of SEO. Whilst Facebook has usurped Google’s advertising juggernaut and desktop searches declining search is still arguably the most important digital channel. SEO still works well for mobile search and it plays to the strength of PR to deliver organic search results
- The relative decline of research and evaluation. PR has historically been an underestimated source of qualitative insights. I thought that this would change with the move online, but this doesn’t seem to be the case