The US enthusiasm and belief in the internet as something of an
alchemist’s stone for the PR industry was marked at PR Week’s first ever
reputation.com conference last week. But whereas there was an almost
palpable exhilaration in the US attitude towards the net, many of the UK
presentations were more defensive in tone.
Delegates were told that PR is now entering a golden age, with the
caveat that they must gain greater confidence and familiarity with new
technologies if the industry is to gain rightful ownership of this
WAP technology, in particular, will create the kind of immediacy of
response that will leave traditional crisis management programmes
standing still, while also creating unprecedented potential for
one-to-one relationship-building with journalists. August.One’s plans
for WAP technology usage (page 2) provide a welcome demonstration of the
kind of confidence that will give this industry the necessary edge.