High-Tech Firms Launching Clients into Cyberspace

By Dorf, Peggy | Public Relations Journal, May 1995 | Go to article overview

High-Tech Firms Launching Clients into Cyberspace


Dorf, Peggy, Public Relations Journal


Cutting-edge technology has changed the way practitioners communicate with clients and the media

Making their clients into cyberheroes is the aim of leading public relations firms today. Most have cut their technological teeth working for high-tech clients in rapidly changing, highly charged businesses. Technologically astute public relations specialists today become superheroes when they not only transmit on-line messages to clients but also help clients create and transmit messages that key audiences download and respond to.

To get and remain up to speed in cyberspace requires an ever-expanding arsenal of high-tech tools. Modern firm stake advantage of e-mail, broadcast fax, video and audio teleconferencing, one-on-one multimedia presentations, on-line databases and World Wide Web home pages on the Internet. In the case of the latter, both firms and their clients are scrambling to keep up with the race into cybermarketing on the Web.

Almost every day, another public relations firm announces its own home page or starts one for a client. All of the U.S. firms represented in this report are already on line in one way or another. These firms are using new-wave media and cyberspace connections to achieve their own and clients' objectives. The breakneck speed of modern communications and the world of possibilities posed by the Internet has changed the way firms do all of the tasks of public relations (see Glossary of terms, page 34).

Our sources cited these trends:

* The Internet replaces proprietary electronic mail (e-mail) systems and improves firms' communications with clients and the media, and vice versa. In fact, most people respond more readily to e-mail than to voice messages.

* The Internet provides instant global reach.

* Customers and consumers can be sold in cyberspace. Key publics also respond to multimedia approaches.

* Online databases, media lists and other research tools help users become "instant experts" on an infinite number of subjects.

* High-tech tools will augment, not replace, a firm's arsenal of communication methods.

Partnering for success

The Internet is already the talk of the trade. Many public relations firms have connected to it. Some, like Porter/Novelli, have made strategic alliances with high-tech specialists to extend their technical reach. Others use electronic means to build national and international networks with company-owned offices, affiliates or independent firms as partners.

Porter/Novelli formed the New Media Group in March "to help clients understand, manage, and utilize electronic communications," according to Amos Kermisch, vice president, Brodeur & Partners in Purchase, NY. He directs the new group. P/N merged with Watham, MA-based Brodeur in 1993. The New Media Group is offering a range of CyberServices[TM] - analysis, monitoring and "real-time" issues management, new media messaging, interactive expertise and advice and counsel on cyberspace - to be used on the Internet as well as commercial on-line services.

P/N formed a national Consumer Technology Group in mid-1994 "to help bring technology-based products to the consumer," said P/N President Bob Druckenmiller, based in New York City. It combines P/N's "traditional consumer marketing experience with the extensive high-tech expertise" of Brodeur, he said.

"As PCs become accepted in the consumer marketplace, we help [high-tech] clients distinguish themselves from competitors," said John Brodeur, president of Brodeur & Partners. "We help them talk to new audiences and use both the traditional and...new media to transform their images from pure technology providers to meeting specific consumer needs."

"Everyone of our clients is connected electronically," said Andrew Eberle, manager, new media, at The Weber Group, based in Boston. Today's technology, particularly via the Internet, streamlines electronic connections between clients and firms, he told PRJ. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

High-Tech Firms Launching Clients into Cyberspace
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.