In this blog, I have been touting the Internet like the second coming. And wow, can I go overboard sometimes. Think of me, when I’m on a roll, as the Out Of Control Spin Zone. I fall in love with something and I’m in a swoon.

Well, let’s go for some balance here. The Internet is the most powerful communications medium that has come along in generations. Perhaps ever. So the thing has to be respected, leveraged, understood by PR pros. That’s what I have been saying and I stand by it.

However (I hate “howevers”….but here goes), its power can be exaggerated in certain circumstances. Case in point: I (half-jokingly) refer to Google ads as Google Fraud. We do much of it for our clients but in most cases the results are disappointing. And the more we see that disappointment, the more our Director of Internet Marketing extols the virtues of Google.

And the chain reaction goes this way: Chris drinks the Kool Aid, spins the anemic results into the magnitude of a Napoleonic victory and I cheer and write about the drunken euphoria we’re both in my blog. In college, we used to say, “he lies and I swear to it.” What I mean by all of this is that there are no miracles out there. There is a Web and it is a powerful force and it, and the entire digital world, need to be part, a major part, of every PR strategy. But smart businesspeople always look at the up and the downside of everything. And the Internet is no exception.

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