LETTERS: Word-of-mouth must be taken seriously

We were delighted to read Alex Burmaster's challenge for PR to "reclaim" word-of-mouth (WOM), especially his point that 'PR must... move out of its media relations box' (News, 11 January).

Too often we see WOM or 'buzz' used as a convenient term for traditional PR campaigns. The longer this is accepted, the longer the PR industry as a whole will struggle to be taken seriously with clients in this discipline.

One area that our industry can exploit, and is already, is content generated through WOM, for instance research and lifestyle trends. This is an exciting opportunity to combine disciplines and move us to a position of influence. The time for action is now.

Rhodri Harries, MD, Kaizo.

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