Mattel’s Not Toying Around With Its Barbie Site

It's quickly dawning on professionals that the Internet promises some unique PR and communications conduits - those that go beyond the obvious and sometimes cursory let's-track-our-visitors-as-a-reinforcement-of-our-demographics mindset. Instead, progressive and trend-setting corporations are using the online world to clarify controversial media issues; to promote themselves as information providers; to mesh marketing and PR through industry partnerships; to set up virtual press rooms; and to provide investor relations information.