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‘If Content is King, Google is God’ - it’s a rather outlandish headline, but pretty damn true too. Let me explain why... According to a Euro RSCG Magnet and Columbia University Survey of Media (2005), 51% of journalists read blogs on a regular basis and 28% rely on them in their daily reporting.

Research has highlighted that consumers (AND media) are spending more time online than ever before, (compared to other forms of traditional media) – no surprises there! When PRs finally ‘get it’ (or at least the savvy ones), a major shift will have accrued in the public relations landscape. Then, and only then, will PR 2.0 actually mean something... or rather, e-v-e-r-y-t-h-i-n-g. The PRs that don’t get it will have, needless to say, shifted themselves ‘Out Of Business’ – seriously!

Back to Google, and you may or may not know how important the role of this search giant is in every PR and corporate communication strategy. When it comes to outreach activities, and ultimately generating tangible online publicity, PRs need to consider Google as the front door to the Web. What many PRs have failed to recognise is a simple statistic that should be the backbone to all Online PR campaigns – something like 80% (or more) of ALL website traffic is generated by a search (depending on where you are in world).

Re read that statistic again – and it’s staggering. Now, of that 80+%, Google boasts a healthy 86% share of the search market. It doesn’t take a mad-scientist to realise that Google is the world’s largest media media aggregator and information gateway. Hindered or opportunity? Google Search, Google News and Google Blog Alerts are powerful and tangible tools and forms of media. That’s where your target audience will most likely begin their time online – this is where PRs should be educating themselves AND their clients.

Search Engine Optimisation (SEO) often falls (literally, falls) within an organisation's marketing or advertising budget. In my opinion, it’s a PR activity and should therefore stand tall under an organisation’s comms budget. I’m wondering why, particularly in Australia where I am, PRs have failed miserably to embrace the web and social media. Some PR companies appear to dabble in it, very few (if any) have mastered it... well at least here in Australia anyway.

It astounds me that PRs aren’t optimising their websites, or their clients websites – to help journalists find what they're looking for. Imagine...journalists emailinig YOU!. Example; if you’re a publicist for a fast-growth company in the insurance industry, with a young and successful Managing Director, why on earth aren’t PRs working with SEO to optimize their client’s blog, for keywords like ‘Young Entrepreneurs’, ‘Insurance expert’ or other words journalists would likely be using when they’re googling for research and an expert to comment on an upcoming story.

What are your thoughts on the direction of Online PR? Why are PRs turning right, when the masses (consumers) are turning left? When will Online PR activities become as common as the old fashioned (and essential) media release?

I’m launching my blog next week, 19.11.07, onlinePRblog.com. As I continue to research and explore the convergence of public relations and the web, I’ll be sure to blog regularly! Meantime, you may like to check out what of my favourite blogs about Online PR - Brian Solis PR 2.0. Happy reading.