Letter - Do not view new media as a trap

I found Gavin Houlgate's analysis on KPMG's research into online media consumption a little worrying ('Don't rush into a new-media trap', 9 March).

The PR sector is at a much greater risk of continuing to ignore online media. Yes, traditional media may still be strong and yes, quality is paramount.

But it is far more important that PR professionals educate themselves about the vitality of social media before the 'search marketing' industry steals the agenda.

Daryl Willcox, chairman, Daryl Willcox Publishing.

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