Don’t know if they’re down on staff, or whether it’s a sign of the times, but I have just been contacted by a Search Engine Optimiser rather than a PR from HostelBookers pitching some new consumer research that could make copy for  Whatever the truth, the role switch makes sense. Why? Because stories result in links and search engine visibility, while most PR these days is electronic and impersonal anyway. No-one picks up the phone or meets for lunch or wants a two-way professional relationship. Just results with the push of a key. So really there’s no difference. Just another email pitch, which is what so much PR has become.

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