Yoav Tchelet
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Why PR needs the Web

At its core, Public Relations hasn’t changed much over the last 20 years – yes, yes before you jump done my throat keep on reading.

When I say it hasn’t changed much, the essence of it hasn’t changed much.

It still seeks to deliver, build, improve or counter a specific image for a brand, company or individual using a number of methods.

Yes PR has moved into a more cutting edge realm with sophisticated tools that can track an measure press coverage and and AVE’s etc.

PR still continues to be consumed by print and traditional media coverage to track and measure its success.

Yes, traditional media is a non-negotiable when it comes to PR but its time PR practitioner’s harness the power of online and more specifically word of mouth and social networking to help them out on the path to glory.

I don’t see how one can live without the other – the speed at which news travels via platforms such as Twitter far exceeds what any traditional newsroom is able to muster.

Online reputation management forms a core part of the online PR offering and the ability to track, monitor and act on what people are saying about a brand is worth more than its weight in gold

What’s your take on this?

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