PR Week Study Finds the PR Industry is Struggling to Integrate Social Media

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.

Local PR Firm Leaders Discuss Adapting to Tough Times

The San Antonio Express-News ran a front page business story today about the local PR agency business. Reporter William Pack interviewed local PR leaders Al Aguilar, Katie Harvey, Steve Atkins, Ernest Bromley and Tess Coody. He also interviewed Trinity professor J. Charlene Davis.

The story discusses declining budgets and new opportunities that are appearing as a result, as in use of social media.

http://www.mysanantonio.com/business/local/PR_firms_adapting_to_tough_times.html

Insights for PR Firms in a Recession Environment

Tough economic times will affect many industries. Some will be hit hard, but experts predict others, like health care, will weather the storm just fine. I’ve come across several stories trying to anticipate the effect on the public relations profession. I’ve never worked for a PR firm, but if we just look at that sector of our profession, there are some interesting prospects. I want to share two with you.

First, a recent episode of the Inside PR podcast focused on actions agencies can take when confronted with an economic downturn. The three people in the conversation (Terry Fallis , Martin Waxman and Julie Rusciolelli) are all with agencies, and part of their conversation points to opportunities agencies can take advantage of when companies reduce their in-house PR staff (sigh) and turn to agencies to take on some of that workload.

By the way, Inside PR is a podcast that I have strongly recommended you listen to before. I still do. It’s insightful and entertaining.

Second, Joseph Thornley, CEO of Thornley Fallis, posted a story, “Managing through the coming recession,” from an agency exec’s point of view. It presents some strategies that those of you in similar positions might want to consider.