Letters - Good content is just as crucial on the web

Gareth Thomas is spot on when he describes the merging worlds of online and broadcast PR (News, 16 November). Never before have the opportunities for reaching an audience, with audio or video material, been so great.

But the key to success is good content. Online journalists share the same editorial values as radio and television reporters.

The material must be of sufficiently high quality to engage - and keep - their diverse audiences, otherwise they will not use it.

I am not just talking technically, but editorially too. Online coverage must be as good as the best radio or TV programmes.

Keren Haynes, director, Shout! Communications.

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