Re: Has the INTERNET killed the PR star?

From: Eldina Knez <eldina_at_siol.net>
Date: Tue 12 Dec 2000 13:51:44 -0500

JASON KURTENBACK <kurtenback_at_hotmail.com> WROTE:
> A recent study completed by Integrated Marketing &
> Technology Strategies on behalf of the Council of
> Public Relations Firms offers insight into the PR
> industry's lack of appreciation of the internet and its
> sometimes negative perception of the net.
>
> >From the study:
>
> "PR industry admission: We don't understand the
> internet (but we sure want to bill our clients for
> what we don't know)"

My answer is:

Reading this mail and the study I just imagined a poor
dusty PR person sitting in the corner of the dark room
holding a cross in front of on- line computer screen...
I`m sorry, but this is all very badly structured. I
mean who a PR person is here? A journalist?, Some
practicant from the agency?, Whart is his role in PR?.

Analysis shows that there are 4 main categories of PR
practicants: those who are 1. only practising PR tools,
2. leading PR campains, 3. intervening between PR and
management and 4. those who are a strategic part of the
company. PR has a problem defining itself, so everyone
doing any research on this subject should consider
that. There is so many names and different
understanding even for the word sex, where we all know
how it works, so you can imagine what happens to poor
PR people on subject: understanding what they do. You
should demand more from a study,and get some
comparision.

And about your question: "Wondering if anyone has seen
PR types adjust their techniques over the past few
years." Yes, seen a lot. There is a book about
adjusting PR techniques (Schell Holtz). I haven`t read
it, but it is somehow structured.

Eldina Knez
Communicology, University of Ljubljana





Received on Tue Dec 12 2000 - 12:51:44 CST