EDITORIAL: E-benefits are there for the taking

The backlash against e-communications has been in full flow for a number of months now. All those people who, this time last year, were saying how it was set to change the world are now telling us it's actually a huge white elephant.

The backlash against e-communications has been in full flow for a number of months now. All those people who, this time last year, were saying how it was set to change the world are now telling us it's actually a huge white elephant.

But, as is normally the case with something new, once the hype fades the real benefits emerge. And for the PR industry two of the real benefits of new technology are the use of e-mail and text messaging as a means of communicating with the public.

Whether it's consumer brands targeting their numerous audiences with offers, or lobbying US politicians on the reduction of greenhouse gas emissions, electronic communication is coming into its own as an important PR tool.

The popularity of the personal website is also emerging as a useful device, allowing a direct dialogue between a particular person or product and their interested audience. It cuts out the unpredictable middleman of the established media - a nightmare or a dream scenario, depending on your point of view. But over the Christmas holidays it is perhaps something to dwell on when overcome with dread at the thought of the forthcoming and undoubtedly hectic new year.



Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury finishes sixth day of deliberations

Max Clifford trial jury finishes sixth day of deliberations

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home and will reconvene tomorrow morning for a seventh day of deliberations.

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Analysis: Fishburn chiefs keep eyes on future despite mounting departures

Fishburn's management have defended their reinvention of the 23-year-old agency amid industry mutterings, fed by a series of director-level departures, about the direction in which it is going.

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

Hit or Miss? EasyJet backs Shakespeare Day campaign with world record attempt

EasyJet aimed to break the world record for the highest ever theatrical performance for Shakespeare's 450th birthday yesterday with the Reduced Shakespeare Company performing on a flight from Gatwick to Verona.

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Top PRs to gather in Barcelona for inaugural PRWeek Global Congress

Senior executives from IBM, Nestlé, Vedanta, GE, Cargill, Philips and Allianz will be among the speakers at PRWeek's first Global Congress.