Report warns of PR's IT ignorance

NEW YORK: A study released this week for the Council of Public Relations Firms has warned that agencies are sorely behind the curve in their use of Internet technology.

NEW YORK: A study released this week for the Council of Public Relations Firms has warned that agencies are sorely behind the curve in their use of Internet technology.

NEW YORK: A study released this week for the Council of Public Relations Firms has warned that agencies are sorely behind the curve in their use of Internet technology.

The report, entitled The New Economy Initiative: The Future Impact of The Internet on the Public Relations Industry, concludes that the roaring market and faster news cycles have caused PR firms to neglect IT potential.

Furthermore, if firms fail to catch up soon, clients will turn to alternative sources such as cyber-marketing specialists, Web developers and direct marketing firms to fulfill their online needs.

The report was commissioned by the Council and conducted by IMT Strategies.

It surveyed 35 PR providers, 26 journalists and consultants, and 31 clients, including VCs, dot-coms, and other mainly tech-focused companies. Based on that data, the study identified trends driving change in the industry and outlined strategies for getting agencies up to speed.



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