While I agree with last week's NMA story which argued that PR agencies are challenging SEO agencies for work, I think the far bigger trend is in the other direction - mainly because search agencies need to incorporate PR techniques to survive in the long term.
PR and SEO are getting closer together, with many SEO pros using PR techniques to support organic search campaigns. This is especially true in linkbuilding - where getting a link back to your web page from prominent online publications and blogs can greatly help SEO.
If you are a digital PR person that has racked up thousands of Twitter followers or Facebook fans while working for an agency, who owns them – you or the agency? And er…even more importantly, does the size of your following immediately ratchet up your moving on salary?