Me, too. As a nonprofit site, getting visitors to the site to read our content is the primary thing. PR has no financial benefit for me, because we take in no finances. But, let's all admit it, PR is a nice ego-booster.
I voted for "both are equally important" as I think that they are connected. SERPs are better as they bring traffic and that is what it's all about. But in order to have good SERPs you will have to invest in many links, so PR will come with it. So these two factors are connected with eachother.