It's like deja vu all over again. Call it dot-com part deux. With the emergence of Web 2.0 business models, the question has re-emerged: "How much traffic can PR push to our site?"
Did we forget the lessons of the dot-bomb? Or has the PR firm model changed?
PR agencies need to be careful how they answer this question. PR is just *one* element of the marketing mix. All of which, obviously, are designed to drive traffic and ultimately customers to the business. When confronted wiith this question our advice is to put the focus on the influencers (media, bloggers, et al.), and their potential to push a company's visibility, whether it's in the traditional media or the blogosphere.
"How much traffic can we push you? That's a tough metric to predict. We don't hold the key to the readers, your target audience does. So, I'm happy to talk about our chances for coverage by the people who influence that audience. What happens after they talk about your business depends on how well you've connected with them."