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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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PR Comes Full Circle

Based upon the incident between the dot-com and the producer of ZDTV, it is apparent that whether public relations is practiced online or offline, professionals need to practice the basics. They must pay attention to what would interest a media representative and a respective audience to produce better public relations results. The days of “mass anything” are over. Technology should enable cyberbrands to become more efficient and targeted in public relations practices. There is no reason for industry professionals to use standard letters or to construct media lists that are not directed to an exact media contact that specializes in a particular subject. However, that does not necessarily mean sending a pitch letter to an ...

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