The emergence of the Internet has greatly affected how many industries conduct business - most
notably Public Relations, and has redefined the way we market products and services to consumers.
This is not to say the old ways of Marketing and PR are obsolete, instead, they have been greatly
enhanced with the addition of a new platform - the Internet.
Traditional marketing and PR strategies included: expensive television, radio, magazines and
newspaper ads, demanding a substantial budget in order to make an impact. Of course this created an
unfair playing field of sorts, for those who budget was limited - specifically small business owners.
Companies also relied heavily on journalists or columnists to write an endorsement piece for a product
creating a "middle man effect," as a result they were seen as more detached from the people they
needed to connect with - the consumers. We've all seen celebrities pitching products and wondered …
do they actually use or know anything about the product?
notably Public Relations, and has redefined the way we market products and services to consumers.
This is not to say the old ways of Marketing and PR are obsolete, instead, they have been greatly
enhanced with the addition of a new platform - the Internet.
Traditional marketing and PR strategies included: expensive television, radio, magazines and
newspaper ads, demanding a substantial budget in order to make an impact. Of course this created an
unfair playing field of sorts, for those who budget was limited - specifically small business owners.
Companies also relied heavily on journalists or columnists to write an endorsement piece for a product
creating a "middle man effect," as a result they were seen as more detached from the people they
needed to connect with - the consumers. We've all seen celebrities pitching products and wondered …
do they actually use or know anything about the product?
Older strategies coupled with the Internet are now standard in Public Relation: web sites provide a
more direct company - consumer relationship, clients can participate by posting comments on company
sites about products and companies can keep clients informed via email. This removal of the "middle
men" or "spin doctors" have enabled client loyalty thus boosting a company's profitability and
sustenance.
Undeniably one of the greatest strengths of the Internet is its ability to reach a wide diverse client
base, and provide a somewhat level playing field for smaller business's, a well designed, functional web
site can give a small business the ability to compete with its larger counterparts.
