OPINION: Editorial - Getting more realistic through e-PR

Firefly has now joined the ranks of former hi-tech agencies seeking to redefine themselves while also ensuring their seat on the e-commerce bandwagon. The agency which now describes itself as an e-PR agency has put in place a management restructure which places heavy emphasis on e-commerce and .com clients. At the same time it has launched an extranet which will enable clients to log on to the system and access information about hours and account billing.