Opinion: From our Readers - Treat traditional and new media differently

As a fellow speaker at the same PRWeek conference as Jo Taylor ('Digital comms alert for healthcare PROs', 4 June), I thought it worth reiterating the point that formed much of the basis for my own presentation on new media.

PR teams should make sure that working with new media and traditional media isn't simply a case of being an 'and/or' proposition.

While traditional media can help keep the facts straight, of equal importance is the need to embrace direct engagement with your audience.

It's important not to make new media and traditional media part of the same poor old press officer's remit.

Neil Barnes, new media & community relations executive, Benenden Healthcare Society.

- Email letters (200 words maximum) to prweekletters@haymarket.com

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