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28 Nov NOTE: this is a short excerpt from a post I published on my blog today, thought my fellow Grooruzers might be keen to read my rant... Over the past month I’ve met with four medium to large sized PR agencies, all of whom were intrigued about Online PR, none of which had invested time or money in researching and developing a core online public relations function within their business. I am shocked. Huston, we have a serious problem. A very big one in fact! For me though, it’s an opportunity to gain a larger market share as a PR consultant, who is specialising in Online PR. Enterprise is beginning to see the value and necessity of Web 2.0 and Online PR activities, especially blogger relations, social communities, online reputation management and online media relations. For the PR industry however, agencies and consultants are failing to respond to what business wants and needs – but unfortunately, that’s nothing new for PR in Australia (ouch!). Only one of these four agencies had dabbled in blogger relations, and not surprisingly (to me) they got no result from their outreach efforts. They were ‘surprised’ – are they kidding themselves? I think so. It got me thinking as to why the uptake of Online PR by traditional agencies was quite simply, pathetic. Surely by now PR practitioners would have recognised the value and measurability they can offer their clients with digital communication programs? Online PR is a godsend for PRs – finally PR is measurable, accountable, justifiable and transparent. This is EXACTLY what enterprise has been screaming for, for decades! All these elements have been lacking from traditional communication campaigns. Continue reading the full article here...
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