Stumbled upon this article by Wendy Lindars today. Worth a read.
Lindars admits that she initially scoffed at the advice a PR professional gave to a friend: that to get ahead in PR today you have to know Google Analytics and SEO.
That’s marketing, she immediately thought, not PR.
Most of us would probably think the same. But, give it some thought. This guy is correct. Marketing has shifting significantly on its axis in the last 10-15 years. Why would you assume that PR is practiced the same way it was when a “fast Internet connection” was a dial-up modem and you mailed press releases?