If you want to know whether Tony Blair has been in the news as much as George Bush, or Apple Computer versus WalMart then Google Trends can give you a pretty quick answer. For many PR execs wanting to know if their client is making as much noise as its rivals this tool will be very helpful - assuming their client is big enough to make a decent amount of noise. I recently saw this tool used to express a client's 'noise level' versus other big companies and while it doesn't allow you to dig very deep it is nevertheless useful. Right now most searches simply track the volume of searches for each item but for some the results also show News Reference Volume. For example, search Google versus YouTube and you will see what I mean. I can only assume that in time Google will make this technology more powerful and useful, much as they have with Google Maps. Watch out media measurement businesses, Google has come to town...
Oh and if you search on PR versus advertising, it looks like PR is slowly catching the old dog.
http://www.google.com/trends?q=advertising%2C+pr&ctab=0&geo=all&date=all
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