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Cyberbranding: Brand Building in the Digital Economy by Deirdre Breakenridge

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Helpful PR Hints for Successful Campaigns

In each case, the use of public relations in the cyber and offline effort led to positive results on behalf of the brand. Through credible third-party endorsement (by the hand, the pen, or the keystroke of the media), cyberbrands are using PR to drive people to Web sites to research information, change opinions, and purchase products and services. Public relations is used more now as an integral part of the marketing promotional mix as other marketing strategies lose their ability to rise above the clutter. However, even the most out-of-the-box thinking requires PR tactics that always communicate the essence of the brand. Making noise for the sake of making noise is not good enough in the digital economy. ...

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