Ask PR agencies today what’s the number one capability they’re lacking as the profession modernises, and it’s highly likely search will top the list.

The reasons are fairly obvious. As media digitises, PR will unquestionably become more measurable in commercial terms, and hence more focused. It has to be. It will, ideally, demonstrate how it can have a direct as well as an indirect bearing on the sales process. In the midst of this, more and more purchasing decisions are being made following internet searches.

It’s blindingly obvious that PR and search techniques must join forces to address how best to plan and deliver editorial influence over search outcomes. Few experienced PRs really understand how search functions and how best to influence those outcomes, so people with search skills are being, with a tad of irony, hastily sought by many a PR firm.

In fact in the rush to play let’s-cuddle-up-to-search-geeks, PR agencies are undoubtedly finding that the same search specialists they’re already partnering with are also beginning to compete with them by acquiring PR skills themselves. Allegedly.

PR and search aren’t on a collision course per se, but they’re certainly becoming more and more aligned as the impact of editorial techniques on search becomes clearer and better exploited.

So PR needs to get all wrapped up in how people search for goods and services they want to buy online. Fair enough. But in the rush for all concerned to gain these broader skills, aren’t we overlooking one of the age-old truths of PR, and one that has played a central role in its perceived value by organisations?

That truth is that word-of-mouth endorsement from respected peers is one of the most important outputs that PR can trigger. And the commercial impact of how people are sharing content that they see online will in the future be as important as the effect of them searching for content. Perhaps, given the power of persuasion and influence of those you trust, it will become far more important.

Quite why the influence of content sharing has been largely ignored by the PR world is something of a mystery. My bet is that the industry has enough on its plate trying to modernise and increase its sophistication to meet the needs of digitising media without looking beyond search to the science (and art) of sharing. Regardless though, it’s something that should be considered now rather than bolted on later, as the implications are pretty stark.

Think of it like this – if you’re thinking of buying a tent for a camping trip, then positive editorial about certain brands and products that crop up in typical searches are likely to have some impact on your purchasing decision. If the same, or similar, editorial content appears on the internet but is pushed at you by people you trust and who share your interests – in your network, if you care to use the clinical terminology of social media experts – you’re more likely to trust the material and to respect their views. Rather than seeking recommendations, they’re made to you.

How do PR firms go about ensuring that both sharing and search are part of their editorial arsenals? Given that few, as far as I’m aware, have done much to look at the commercial potential of this area, they probably need to start at the beginning. Some might say they have done viral campaigns so understand the power of sharing content, and that’s a valid point. But search needs to become part of the insight developed up front when planning campaigns, so it’s part and parcel of more sophisticated planning. As with search, they need to hire or partner with experts and seek to bring those skills into the PR mix as their services modernise.

Easier said than done, mind. Comments most welcome, even if they’re of the “thanks for sharing” variety.