EDITORIAL: Town changes name for web site

Of all the issues sure to impact the PR profession in this new century, it’s a safe bet that many advances will emerge from the ultra-competitive hi-tech industry, where hungry start-ups engage in daily battles to steal buzz, employees and market share away from competitors. In the hi-tech PR world, no stunt is too shameless and no campaign is too outrageous, as long as it draws in journalists (and investors) and keeps them interested in your business, rather than that other guy’s.

Of all the issues sure to impact the PR profession in this new century, it’s a safe bet that many advances will emerge from the ultra-competitive hi-tech industry, where hungry start-ups engage in daily battles to steal buzz, employees and market share away from competitors. In the hi-tech PR world, no stunt is too shameless and no campaign is too outrageous, as long as it draws in journalists (and investors) and keeps them interested in your business, rather than that other guy’s.

Of all the issues sure to impact the PR profession in this new

century, it’s a safe bet that many advances will emerge from the

ultra-competitive hi-tech industry, where hungry start-ups engage in

daily battles to steal buzz, employees and market share away from

competitors. In the hi-tech PR world, no stunt is too shameless and no

campaign is too outrageous, as long as it draws in journalists (and

investors) and keeps them interested in your business, rather than that

other guy’s.



With that in mind, is anyone really surprised that an Internet

entrepreneur, eager to drum up interest in his latest venture,

approached the sleepy Oregon town of Halfway and asked it to rename

itself Half.com? Perhaps not, but more than a few eyebrows must have

been raised when the Halfway city council decided to go along with the

plan.



Everyone talks about owning real estate on the Web, but Half.com CEO

Joshua Kopelman is going one better - he plans to ’own’ some physical

real estate to bolster his new Web brand. A serious case of chutzpah, or

a PR strategy for the future? If it’s the latter, what’s next? Internet

entrepreneurs naming their children after dot-coms? ’eBay, how many

times do I have to tell you to eat your vegetables?’



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