Web PR: should I or shouldn’t I?

There is no question about it: the media landscape has changed, and those who need to broadcast messages in the new media need to adapt along with it.

The Internet allows for greater distribution and reach of all messages, but it does mean that companies can no longer control these messages in the ways that they used to. Public Relations on the web allows companies increased access to what their customers are saying, and a direct channel to respond to that.

So many new recipients of information requires more work from the PR team. As well as building relationships with journalists, you also need to include bloggers and other generators of content. The rules of engagement are changing, and power is increasingly moving from the companies who create messages to those that they need to broadcast it for them.