Editorial: Enter this brave new world willingly

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.

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

information-driven medium.



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.



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