Last night, I found myself at the cross firing of moderately intense discussions at the NMK’s What Happens to Online PR? debate. It was an interesting event at which we saw Antony Mayfield, Stuart Bruce, James Warren and Roger Warner battle it out for the future of online PR.

In an Oxford style debate, a mighty question was posed by Antony Mayfield of iCrossing asking if PR has lost its capability to lead clients in a digital space. It was argued that the PR industry as a whole is not leading the race in the digital space given that there are plenty of opportunities to innovate and lead. Antony also added that over generalism, a lack of innovation and investment in specialists, researching and planning has caused  traditional PR agencies to fall behind in the digital race where other disciplines are clearly taking the lead.

In opposition to this argument, the house of PR consultants including James Warren, Stuart Bruce, Katy Howell, Vikki Chowney and others have all argued the following:

• Argument #1:  PR has always been about relationships and the fact that we now work with digital media doesn’t really change the very nature of PR.

• Argument #2: PR naturally understands the value of brand utility, networks, conversation and relationship better than SEO agencies and planners do.

• Argument #3: Yes, digital is just another media channel but we can’t treat it in isolation. Digital is an integral part of integrated strategic comms.

• Argument #4: Modern PR is not about controlling messages, it’s about shaping, influencing, and sharing messages.

• Argument #4: The whole “media relations” approach doesn’t apply to online PR – Online PR can play an important role to play within strategic comms.

• Argument #5:  Nobody has a monopoly on tactical excellence. There’s no ’race’ to lead other than a race to learn more within the space and educate  everyone else in the industry.

• Argument #7: Online PR is less about the channel itself and more about how  to u se the channel in a way that suits our clients

Overall, a general consensus was reached by the oppositional team that PR is better suited to digital communications because we understand that it’s about an individual relationship and open advocacy.  It will be our ability to measure online PR success that will lead us forward.

So, after an hour long discussion which left some of us with more burning questions, the PR folks won the debate with a marginal majority.

If you’d like to read further roundup of the debate, from a slightly different point of view then Wadds and Roger Warner has an interesting write up here and here.