PricewaterhouseCoopers has been hired by the Department of Trade
and Industry (DTi) to assess the threats and opportunities the PR sector
faces from e-commerce.
The world's largest professional services firm is surveying 100 PR and
marketing services agencies and liaising with the professional
In a letter sent to agencies, the head of policy and resources at the
DTi's consumer goods and services directorate, Martin Gilligan, said the
department wanted to understand 'the current capabilities of PR
businesses in relation to e-commerce. For example, use of e-mail,
websites, extranet and intranet.'
The PwC team, led by directors Nick Jones and Mark Ambler, has divided
marcoms into four: ads, direct marketing, PR and market research - and
is compiling a report on each area.
Marcoms is one of 26 sectors assessed as part of a plan by the Cabinet
Office's performance and innovation unit to make Britain 'the best place
in the world for e-commerce by 2002'.
PR firms selected will be asked what they think are the major barriers
to a successful e-commerce policy and what they think government can do
to advance e-commerce in the UK.
The project will report this summer and will involve PwC making policy
recommendations to the Government on how to improve the environment for