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
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.