A great article in The Australian , regarding the about to be released IBM report, Navigating The Media Devide, warns about the divide between new and old media. (Once you click on the link, you have to scroll down to read the article.)

What does this have to do with SEO?

Educating your staff on SEO and SEM before you start an in-house program makes all the difference.  Make sure everyone is on board and motivated to see the project through to its success.