Digital UK 'is good for PR'

Communications minister Lord Carter's Digital Britain report will pave the way for 'PR 2.0', according to a senior agency figure.

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.

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