Comments on Eyeball Economy: Search Is A Function of Public Relations

Thanks for the comment, Matt. I really like 'Engag...

2008-07-23T10:38:00.000-04:00

Thanks for the comment, Matt. I really like 'Engagement Executive.'

I'm one of those silo guys. Here's the thing about...

2008-07-23T10:34:00.000-04:00

I'm one of those silo guys. Here's the thing about search advertising -- brand advertising is involved.

Picture a search word, then the ads that appear above or on the right hand side.

It's possible to craft a message that competes with others and wins the clicks, but the brand that a person has heard of and/or trusts will emerge as the winner in that .5 second skim of the results.

Thus, to leave it alone diminishes the power of the tool. If it doesn't work with what the brand is saying then it won't work as well.

Jason is right: someone should take this on and be the expert, and I could care less if it's a PR guy, a suit, or a creative director, but that someone should have the big picture in mind or they aren't using the client's dollars wisely.

In my humble, creative guy, opinion.

One thing these conversations do for me is wonder more about titles. Should you be called PR Executive if you are to engage in Social or Search Media. Or should you just be called Engagement Executive (or something).

Silos are in our titles.

Thanks for the kind words, Jason. The industry is ...

2008-07-23T10:08:00.000-04:00

Thanks for the kind words, Jason. The industry is changing and the people who get it will be the ones that rise to the top ... as Darwin intended.

Boy, do I like the way you think. I would agree wi...

2008-07-23T09:23:00.000-04:00

Boy, do I like the way you think. I would agree with you even though I'd not given much thought to paid search being a function of PR, but you make a valid argument.

Like much of the reaction to my post on social media and PR, I think you'll get a lot of, "No more silos. Everyone owns it," blather from folks, but in the end, someone has to be responsible and answerable for these types of activities. Ultimately, organizations from top to bottom need to be smarter about communications. But I would agree that messaging needs to be nested in public relations.

Bravo, sir.