Keys breaks her silence via web

American singer Alicia Keys has hired London-based online advertising and PR outfit Silence to boost her online profile as she launches her third album in the UK.

Keys’ publicity team at Sony BMG commissioned Silence to design and promote a Facebook application to coincide with the release.

The ‘As I Am’ application, named after Keys’ album, is ‘the internet’s first socially powered self-help tool’, and will allow fans to discuss how they overcome problems.

‘Social media are a challenge for publicists,’ said Sil­ence founder Lee Henshaw. ‘There are no editors, so to reach this community you have to act like a friend, rather than as an advertiser.’

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