Last year I made the comment that  many PR professionals had their heads in the sand about new media and online PR. 

According to the Daily 'Dog Pulse of PR survey, that's changing..Seems the heads are not only up, they regard this as the number one PR trend for 2007.

What will be the most impacting PR trend to take hold in 2007, asks the current Daily 'Dog survey.

So far the results are:

• 54% - Blogs and other new media will supplant mainstream media as consumers' primary information source                       
• 27% - Online media will continue to splinter into micro-focused granular niche outlets                                       
• 10% - Environmental reputation will become a key PR initiative in the U.S., as it is in Europe                                       
• 9 % - Companies will begin to hire PR for individual projects (rather than as AORs), like in the UK

Is SEO and Online PR training on your agenda this year?