PRs 'still to get to grips with the web'

Most 'traditional' PR people in the UK don't believe in their peers' ability to deliver results on the web, according to a new survey.

The research, by webitpr, found 55% of respondents – either agency, inhouse and freelance PRs – thought their fellow practicioners were “incapable” of performing comprehensive online PR campaigns.

This, the study suggests, is due to a lack of understanding about online PR or that PR staff are too tied up with their traditional day-to-day role.

webitpr chief executive Adam Parker said:

“If this is a true reflection of the entire industry then it should be cause for alarm as the technology continues to move forward and the tight grip of the traditional media continues to loosen.”

The survey questioned 101 people in a variety of sectors. Although none were in online PR related roles, it found widespread acceptance of the internet's importance to them:

• 99% of respondents thought online coverage was either important or very important to their organisation or clients. The majority of respondents saw SEO, the archived nature of coverage and the internet's global reach as the main benefits of online news coverage.
• 90% said that online coverage had become more important to their organisation or clients in the last 12 months.
• 99% said the web was either important or very important for PR purposes.

Parker added:

"Not too long ago, SEO as a PR tool would have been relatively unheard of among the PR industry. However, the majority of respondents showed a high awareness of the benefits of online search and reputation management.”

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