I have been rambling to anyone that will listen that online PR is growing in importance.
The main reason is that developing a consumer facing, online footprint, will also have a good effect on your Search campaigns. There is obvious overlap between online PR and link building for SEO, with the former concentrating on humans and the later concentrating on engine spiders. Also the use of legitmate PR releases for mutliple article submissions across directories has a good effect on your link equity.
In terms of PPC we have had great results for our retail clients when we tie up PR with our ad creative. PPC sales will rise and fall with the inveitable peak that good PR will create.
Here’s an OK article about the tie up. I am just pleased that somone else agrees with me…