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The PR Agency Needs to be Digitally Transformed

Photo: thatliz

I read an interesting post on my good friend Jerry Silfwer's blog (Swedish), where he pasted a comments thread with Christan Rudolf on the blog Disruptive (Swedish) about the state of PR and SEO. The three of us have been discussing the issue on both their blogs, so I figured I'd share my thoughts.

SEO is becoming a more and more important part of PR. If digital PR work is done without SEO it won't be found, and as Christian says "SEO is social - it is all about keeping a conversation", which is where PR comes in.

I am personally quite certain that most (if not all) PR agencies will need SEO skills inhouse, actually they already need it. PR agencies also need skills within digital strategy, digital creative as well as moving image.

Don't get me wrong, PR isn't going to be only digital, but almost all campaigns will be digitally integrated and to be able to create meaningful campaigns you need to be really close to all things digital.

Today lots of agencies focus on the strategic parts, which means advising clients on how to do things, but not necessarily what to do and most often not actually producing the project. Agencies will of course be able to use partners outside of the company, but I don't think it is the right way to go.

Finally, a list of questions to ask your agency to check how digitally transformed they are:

  • What should my company do in PR to enhance SEO?
  • Could you show me your top three digital projects?
  • Can you show me a technological tool that you developed, be it for internal or external use?
  • I heard social media is measurable – what do you think?

Are these relevant questions? What other questions should be asked?

Olle AhnveOlle Ahnve
Posted on June 4, 2009
  comments 6 comments   tags SEO, PR,   permalink Permalink

Comments to this article

  • 2009-06-04 Christian Rudolf wrote

    I think there is a checkup to be made, not a question. Check that PR agency own digital precense. Check the PR agencys blog. Is it a blog were you can see a lot of dialogue or is just shouting.

    If the PR agency can create dialogue with just written words and a wordpressinstallation. They probably know what they are talking about.

    Are Jung the only PR agency with SEO competence inhouse in sweden?

  • 2009-06-04 Olle Ahnve wrote

    Thanks Christian for your comment!

    I think your checkup is really relevant - the blog is a great way to show you know what you are talking about.

    I am certain there are other agencies with SEO competence inhouse, however my feeling is that several other agencies focus on the strategy parts, leaving out the rest.

  • 2009-06-04 Christian Rudolf wrote

    Creating och incentivising dialogue is hard work, the strategic part is like 5% then you need to get your hands dirty with digital work. Thats not even SEO just comitment. Just like we are doing here right now, you and me!

  • 2009-06-04 Olle Ahnve wrote

    I agree completely :). A lot of people seem to forget that there is a social part in social media...

  • 2009-06-06 Magnus wrote

    You are absolutely right and it goes both ways. At least in the future all successful SEO will be the result of PR in my opinion.

  • 2009-06-07 Olle Ahnve wrote

    Thanks, Magnus for your comment!

    Glad to hear you agree :). I do think we're in the middle of a paradigm shift in communication generally and a big part of it is understanding of how technology is connected to your communication initiatives.

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