NEW YORK: PR Newswire has added its support to a project developed by IFRA, the Germany-based association for the media publishing industry, called Newsplex. The goal is to build a $2 million multimedia newsroom at the University of South Carolina's College of Mass Communications and Information Studies.
The facility, set to open in November, will act as a research tool for evaluating new technologies in the constantly changing news environment.
"There is a need for retraining PR people on how to deal with cross media," said Kerry Northrup, executive director of Newsplex's news operation.
PR Newswire will have access to Newsplex's services for research and client training purposes. "We hope to use News- plex as a test lab to learn about new technologies in the media," said David Armon, president of the Americas for PR Newswire, "and to experiment with ways for corporate PR pros to tailor multimedia messages."