ANALYSIS: Client Profile - How to position a 200 year-old Internet firm. Britannica knew that its move from print to online wouldn’t be easy. And when an influx of visitors overloaded its new web site, a PR disaster was looking likely. Savvy PR ba

When Tom Panelas started working at Encyclopedia Britannica around 18 years ago, the company had inked a deal to make its content available through Lexis-Nexis. The idea at the time was that professional researchers would be interested in paying fees to access the information. ’Few people envisioned a time when direct or electronic publishing would happen in the consumer market,’ he recalls. How times have changed.