PR industry ‘must change to survive'

The PR industry must wake up to the potential of the internet if it is to survive.

That is the warning from business guru Guy Kingston, as he calls on agencies to react to the major changes in the way people consume their news and information.

Most public relations agencies who say they do online PR are doing little more than search engine optimisation, Kingston said.

But he pointed out what people want is positive editorial exposure in the places that their audience or customers visit, be that on Facebook or some obscure blog.

Kingston made his name- and fortune - in post communist Russia in 1993 when he founded PXPost, which quickly grew to become Moscow's leading private mail operator. He now gives advice to would-be entrepreneurs through a free podcast.

Kingston said PR agencies seem to be sticking to traditional media because they feel safe and secure there- but that offline media no longer had the ability to reach the people he was talking to.

Kingston now works with Empica, which has embraced online PR, he said.

Managing director Martin Powell said that in a few years' time the internet generation would be running the world.

They all look for their information, help and advice on the internet and is now the most powerful public relations tool, Powell added.