EDITORIAL: Click and drag PR? Not in a crisis

You can buy just about anything on the Web these days, so why not PR?

You can buy just about anything on the Web these days, so why not PR?

You can buy just about anything on the Web these days, so why not

PR?



In the past month two online PR shops - pranswers.com and getpress.com -

have hung virtual shingles on the Web, promising to provide quick PR

solutions for individuals and small businesses.



The people who have launched these sites certainly have stellar

credentials, and there’s no doubt that there’s a market for their

services - many PR firms receive up to 20 new business calls a day and

simply don’t have the staff to keep pace with demand.



If you’re a small-business owner in Peoria whose PR needs are minimal (a

news release here, a letter from the CEO there), these virtual firms

could be useful. But would you trust them in a crisis? Getpress offers

an 800 number for crisis communications - do its owners really think

that their staffers can offer sage advice to a company they’ve never

heard of before? As with all online purchases, the rule is this: caveat

emptor.



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