If there’s one thing that 2010 holds for PR people both B2B and B2C, it’s the opportunity to exercise our latent writing muscles. Our organizations need blog content, podcast and viral video scripts and other forms of self-published digital media content in addition to the time-honored press releases, white papers and press kits.

It’s more important than ever to understand how online audiences communicate about our organizations. This is a cornerstone of SEO. And today, SEO walks hand-in-hand with content development.

More and more, we’re going to see the restructuring of PR departments to house content development. This means PR pros need to understand and use the keywords that have been identified for their organizations’ SEO program. And if the organization doesn’t have an SEO program (yes, this still happens), then PR needs to be ready to lead the charge on this front.

In my mind, there are no better people to deliver clear, concise, “on message” and keyed-in content than PR people. What do you think? Is this where PR is going?

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