Editorial: Checking the public face of e-PR

To date, those PR agencies with an interest in cyberspace have tended to concentrate investment into web site development. While the desire to snatch this area of activity from the grasp of advertising agencies is understandable, web development is a whole new ball game, whereas on-line reputation management is a basic prerequisite for public relations.

To date, those PR agencies with an interest in cyberspace have

tended to concentrate investment into web site development. While the

desire to snatch this area of activity from the grasp of advertising

agencies is understandable, web development is a whole new ball game,

whereas on-line reputation management is a basic prerequisite for public

relations.



Band and Brown’s decision to invest pounds 100,000 in ijack, a separate

on-line agency, is a brave move, but one which underlines the fact that

today the internet is just another medium that PR needs to address.



To do so successfully, it is essential for agencies such as ijack not to

become seduced by the technology, but to work closely with the

mainstream agency to create a real synergy in the different media

approaches for those companies establishing an e-commerce strategy as

well as the raft of new .com companies on the market.



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