The report, published last week, calls for high download speeds to be made available to every home by 2012.
Chris Cartwright, MD of Burson-Marsteller’s corporate, issues and technology practice, said agencies able to integrate PR with digital services would reap the rewards. ‘There will be a legitimisation of web 2.0 and PR 2.0,’ he said.
The greater choice of media would make it more difficult to engage with consumers, so PR agencies that could deliver an element of ‘creative pizzazz’ would do best, he added.
Giles Fraser, co-founder of tech specialist Brands2Life, predicted there would be more online communities. ‘PR practitioners will need to continue to learn how to communicate with each individual community,’ said Fraser.