When you take a breather, push back from your desk and have a think about how your employer’s or client’s prospects are finding them online, the one common factor is the ubiquitous search engine.
How many PR programs include search engine related tactics? These include optimizing websites, using commercial outlets like Google Adwords, understanding how search engines find and rank pages, weblogs etc.
Very few I imagine. Yet this is an huge opportunity for PR practitioners in every industry.
Take some much needed time and learn about the how, who, where and why.
Search Engine Watch has a somewhat patchy article on the topic, but it’s not a bad jumping off point. Have a read of it.
Murphy's Law 