Or at least it will change. I don’t agree with the synopsis of this white paper. Daryl Wilcox is basically saying that SEO marketing will essentially take over and there will be no more PR as we know it. I agree that things have changed and will continue to change and evolve, but as with any moving industry, the business of PR will use technology to its advantage, not the other way around. At the end of the day, a successful PR program is successful when you have reached the key influentials that you need to reach. Of course there are other elements such as media coverage, awareness, up tick in sales, etc. However, SEO marketing isn’t going to replace people. For a large part, or at least those I work with, PR professionals hold key relationships and that can not be taken for granted.