Ask yourself “Why Google isn’t killing PR”

Ask yourself “Why Google isn’t killing PR”:

Danny has some good words to say on Tom Foremski’s controversial assertions re. Google’s latest search tweaks:

Do I think the press release will die? Yes. Do I think the practice of littering releases across the web via newswires will/should die? Yes. Do I think SEO will die? Very likely.

Do I think PR will die? Well, it depends how you define PR, but if it is defined as a way of producing high quality content and distributing it across all relevant channels to raise awareness and reputation, then I think the answer is a categorical no.

But he also tweeted the article with the comment “Why Google isn’t killing PR” — and there’s an interesting reveal in that statement too.

PR isn’t always the best industry at avoiding bad habits and shortcuts. Indeed, some might argue a lot of agencies have become flabby disappointments, designed for a time when you could get away with a more negligent approach.

But as Google destroys some of the more lazy, ineffective avenues – like newswire spamming – PRs will be forced to adapt or die. If anything, Google’s encouraging those who rely on such ancient means to embrace more effective alternatives. Just as its search tweaks have always encouraged SEOs toward more wholesome techniques.

If you’re a good PR, and practicing what I’d call “defensive SEO”, you should be fine. And if you’re a bad one, it’s just more apparent now for the world to see.

Google isn’t likely to ever start killing PR. In fact, it may even be one of the stronger forces making it sit up and save itself.

- Max Tatton-Brown

August 12th, 2013

  • Danny Whatmough

    Agree. There is a massive opportunity today for those that want to take it (and many are). These are good times.

    (Nice new site BTW)

  • Max Tatton-Brown

    Cheers Danny – if only we knew some of these more imaginative PRs, eh. Perhaps they could teach us a thing or two.

  • Jamie Riddell

    Agree. A decent PR agency wouldn’t rely on multiple press releases to deliver results so the old fashioned element of relationships and insights still matter.

    Congrats to Tom for using such a wide sweeping headline that misses the point, yet gets everyones attention!

  • Max Tatton-Brown

    Absolutely – maybe we can learn a thing or two from these journos too…

  • Max Tatton-Brown

    (only just found this since my comment system wasn’t notifying me for the last month (!))

    Thanks for sharing that story – an interesting perspective although I’d be inclined to say what he describes is exactly where I feel like good PRs already are.

    On the other hand, perhaps the biggest virtue of the PR in the vein I try and pursue myself is being the juggler. You know what makes great content and you can be part of a team creating it but you don’t have to be the specialist that puts pen to paper.

    Interesting times for all involved.