PR Week reported in “Top PR Firms Fail to Make the Grade Online,” last month that PR agencies are not doing enough “to capitalize on the explosive growth of interactive marketing, the incredible influence of the social Web and the oasis of opportunity in content marketing.”
The researchers used Website Grader, a free SEO tool that measures the marketing effectiveness of a web site, to evaluate the web sites of top PR agencies. The study gives detailed results and lists the scores of the top 25 agencies.
The study is based on the assumption that in order to be knowledgeable in social media tools, PR agencies need to be active in using those tools for themselves rather than just on behalf of their clients. The study rightly doesn’t claim that one social media tool, like blogging, is more important than another.
You can use Website Grader to get a free analysis of your web site.