PR isn't keeping up and I have proof!!
I have started to notice an increase in people arriving here through having done a web search on, well, all manner of things from Gmail invites to BMW to PR in Europe. I think that is a bit strange. Surely there are companies who would actually care about ranking highly in such searches and have something more to gain out of it. Surely they would be doing something PR related about this? I thought they might be up there with their optimised sites and paid-for ads. But I'm still surprised by how heavily bloggers are shaping the online media landscape with their rantings, and how these comments are coming out in searches.
BL Ochman says: "Advertisers including Paramount Pictures, The Wall Street Journal, and The Gap are successfully reaching niche audiences for a fraction of the cost of traditional advertising and a handful of bloggers are earning six-figure incomes from their blogs. Why aren't more advertisers and bloggers getting together?" That's good to see, but those firms she mentions are ahead of the pack, obviously.
I was chatting with a friend the other day, who couldn't believe how highly blogs rank on web searches when some many firms pay for Search Engine Optimisation. He said his firm pays thousands a month for SEO when most bloggers pay between nothing and a few quid, which he found crazy.
Then I started noticing how some of the stories on my blog, including the one on BMW, rank pretty high on Google when you type in BMW PR. That can't be good! Surely you should get BMW's press office, not someone like me observing the way in which online PR is changing the way in which we communicate with one another!
How about when bloggers read a book then slate it on their blog? Would that also end up ranking high on web searches? Well the answer is yes, because that's happening already to. I believe not enough PR, marketing and advertising people in Europe understand the power that blogs wield in the online media landscape, and they mostly don't know how to begin to control that landscape.
I will watch the evolution of blogs' use in online PR, marketing and advertising with keen interest as I continue trying to figure it all out myself.