Re: ONLINE-ADS>> Online/Offline PR Crossroads

Michael Coates (mcoates_at_batnet.com)
Thu, 22 Jan 1998 10:22:51 -0700

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>So do you
>feel there will be a period of "harmony" between offline and online PR or
>is each going to hold their ground? Or rather, what are the benefits of
>both agencies working together and how can we avoid stepping on each
>other's toes? I am really interested in knowing the opinions of the
>Online-Ads List on this topic.

Molly,

Having worked on both sides (on/offline) of PR as well as the journalist
side, I think this is a false distinction. It's not either/or.

If a company can't get its online/offline agencies to work together, it's
agency review time! Both groups may have a field of expertise, but that
would primarily the classics of PR--knowing the media and how to best reach
them. I should ad that there is a certain amount of (justified) skepticism
in major corporations about some of the online (particularly online only)
media's credentials and significance. But if traditional PR companies try
to use that as a way of excluding online PR, that's petty politics. If a
company's trying to do PR without all of the parties literally sitting down
together (online/phone conferencing is fine, but face-to-face is still
critical), I would venture to say they're probably wasting money--and not
doing very effective PR.

SOS (stepping off soapbox)

----------------------------------------------

Michael Coates
Buick Communications-West
17345 Grosvenor Court
Los Gatos, CA 95030-2207
(408) 399-9081
(408) 399-5127-fax
<mcoates_at_batnet.com>
<mcoates_at_aol.com>

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