When I was asked by a client if the publication, we had just been interviewed by, would link back I sheepishly said, “no.”

How many online versions of popular business and trade press and lifestyle publications allow you to link back?  How many offer that small incentive?  Surprisingly few is the answer or so it seems.

And that is a shame because it is an opportunity to encourage more loyalty and increase levels of conversation.  And it all accrues brownie points with the search engines.  The best thing it does not bring major costs but only a change of tactics.

You could also point that many online outlets do not link to the subject of their stories, another missed opportunity.

You only have to look at How-Do to know that it is a vital communications source for North West communications professionals.  And why?  Well because it encourages that conversation and loyalty.

There are so many online outlets that are missing out, that are not interacting with their clients and that is disappointing.  In this current climate it is also criminal.  After all if a site has lots of comment and encourages more traffic by engaging with readers, it surely will have more chance attracting advertising.

I am not having a go at publications that are not taking advantage of their potential, I just want the media and the journalists to become more vital and even more valued sources of information.

How-Do published this week a report of  the state of the NW PR industry in collaboration with Business Link and the Chartered Institute of Public Relations.

It had some interesting facts:

In 2005 the NW PR industry contributed £3.4 billion to national economic activity and £1.1 to corporate profits.  I like the last fact.  I was also impressed with the fact that each practitioner contributed £135,417 to their agency / organisation.  I like this fact also.

But what about now?  How has the downturn affected such stats?  Are we going to be in demand?  Where is the shelter from the storm?  Please give me some inside tips.

Well, it was left to “veteran” PR professional Dave Sanders to give us some words of advice, which he did:

“No matter how large or small, all forward thinking businesses now recognise the importance of managing their reputations through effective communication – which is what public relations is all about.

So, it’s up to the PR industry to respond by becoming even more efficient, cost effective and creative to help their employers and clients to ride out the current storm.”

Dave really said very little.  Well he said a fair amount but nothing really new.  He praised the CIPR and their awards.  Not sure that was wise after the Koan debacle at the last one that How-Do covered.

Then we had some glowing testimonials about Business Link.  I like Business Link, and I have a good opinion of their work.  I like How-Do.  I like them a lot and their portal has been a very welcome addition.  I don’t know Dave Sanders.

But what I really wanted was some foresight.  Someone to say, this is how I think it will be in these worrying times and this is what you should do, not general advice that we all know.  I also wanted to know if the PR sector is contracting.  A comparison between 2005 and 2008.  It could be nobody has a clear idea.  I just thought the key question, “Will I have plenty of work in 2009 and the year after?” was not addressed and that was what I really want to know.