Internet is key to the future of PR

The internet has created a new respect for public relations, Don Middleberg, chairman and CEO of US e-PR agency Middleberg and Associates told the first ever PR Week reputation.com conference last week.

The internet has created a new respect for public relations, Don

Middleberg, chairman and CEO of US e-PR agency Middleberg and Associates

told the first ever PR Week reputation.com conference last week.



Speakers including Larry Weber, chairman of Interpublic’s Allied

Communications Group, emphasised the need for the industry to move fast

and embrace new technology if PR is to take the lead in terms of

clients’ and companies’ internet presence.



However, a straw poll of conference delegates highlighted the need for

PR agencies to be involved in web development and internet strategy at

an earlier stage.



Only 29 per cent of in-house departments and 28 per cent of

consultancies said that they were consulted on internet strategy or were

involved in briefing designers.



Less than a third of respondents used any form of formal monitoring to

track issues on the internet. Twenty per cent said that they didn’t

carry out any form of evaluation of internet PR and marketing activity,

with the majority relying on web site hits as a measure of PR

effectiveness.



Leader, p10.



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