Is PR Having Trouble Finding the Web?

Topics:
Public Relations
Tags:
Corporate Communications,
Marketing,
Public Relations,
Web
Source:
Channel Seven

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Overview: Is PR in the slow lane when it comes to the Internet? For corporate PR departments, is the road to Web publicity marked with "Do Not Enter" signs? . The status and role of PR on the Web may not be one of the hot emerging issues in Cyberspace communications, but something is not happening here. The top ad networks, with but few exceptions, have done little to develop their interactive capabilities. Instead, they've bought Web shops and usually pit agency against shop, rather than array them as a complete service offering. The top grossing PR firms, always the follower to the ad industry's structural evolution, will do the same by gobbling up mid-sized interactive agencies when they feel the time is right. overall, it appears that PR is standing at the interactive doorway looking for signs. So what's to be done if you are a PR person who hopes to expand your role in cyberspace? The following article may provide some guidance.

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Format: HTML | Size: 34KB | Date: Aug 1998 | Pages: 1

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