PR industry risks being left behind in the rush online

Public Relations Online launches as first-ever organisation to share information and exchange new ideas, methodologies and best practice in online PR

[ClickPress, Thu Nov 03 2005] Launching today, Public Relations Online (PRO) is a new forum designed to educate the PR industry about the technologies and techniques needed to respond to the challenges of online communications.

Consumers behaviour and influence is changing fast and PR practitioners need quickly to understand the influence of the web, or risk being left behind. With no one organisation currently leading the way in online PR, the launch of PRO will spearhead online communications and provide leadership, generate discussion and ultimately develop best working practices that will educate the PR industry.

Mark Rogers of Market Sentinel, one of the founders of PRO, believes that internet PR can no longer be ignored.

He says: “When Google ads bring in more revenue than Madison Avenue, and when an angry blogger can spark a product recall it is clear that a massive shift has occurred in the way people interact with corporations. Companies now have to understand a bewildering array of technologies: search, news syndication and blogging, if they want to manage customer relationships – and our aim is that PRO will facilitate this change”.

PRO is being launched by Market Sentinel and immediate future (digital PR specialists). They are joined by contributors from Abakus Internet Marketing,
Blogging Planet, Brand Energy Research, Creative Virtual, Custom Communications, Internet Reputation Services, Onalytica, Sitelynx and Tiddlywiki.

“Online marketing is entering a new era and PR can and should take the lead,” says Katy Howell of immediate future.

She explains: “Online is moving away from its roots in technology and content and context are driving search rankings, customer influence, and word of mouth. PR practitioners’ expertise is at the heart of managing a company’s reputation and it should be the same online. It is time for the PR industry to engage with the online community and develop new communications models. If it doesn’t, there are plenty of other marketing disciplines waiting in the wings to take a slice!”

PRO is actively sourcing online PR experts and thought leaders across the UK and Europe for its invitation only membership of contributors. Debate and discussions is open to all at and there is a schedule of workshops and white papers that aim to educate the industry and develop best practice.


Editor’s notes

About Public Relations Online
Public relations online (PRO) is a non-profit organisation established for individuals and companies who are passionate about the extraordinary opportunity presented by Online PR. It is a place to share information, debate issues and exchange new ideas, methodologies and theories.

The aim is to increase knowledge and explore best practice in online public relations: Creating an online and offline resource in which members and contributors can discuss, challenge and establish online PR strategies and practices.

PRO is also a hub. Connecting the ideas, knowledge and influencers of online PR. Linking blogs, events and information, the PRO blog,, will provide a single online PR resource collecting from across the web.

Designed to stimulate creativity, PRO is the brainchild of Mark Rogers, CEO at Market Sentinel (an internet monitoring and response company) and Katy Howell, MD at immediate future Ltd (a PR agency with a strong focus on digital PR). Contributors and partners come from a wide range of backgrounds from communications to technology. Participating by invitation only, members are visionaries, entrepreneurs, leaders and above all enthusiastic, passionate experts.

Launch members include:

Abakus Internet Marketing (
Blogging Planet (
Brand Energy Research (
Creative Virtual (
Custom communications ( )
Immediate Future (
Internet Reputation Services (
Market Sentinel (
Onalytica (
Sitelynx (
Tiddlywiki (

For further information, please contact:

Katy Howell
Immediate future Limited
Tel: 0845 408 2031

Company: immediate future Ltd

Contact Name: Katy Howell

Contact Email:

Contact Phone: 0845 408 2031

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