It's an uncertain role PR plays on the Internet stage. Does it involve itself with the day-to-day running of a site or is it a techie's job? Are rogue sites to be ignored or dealt with? And if yes to any of the above, how much about the Web do PR practitioners need to know? PR NEWS caught up with Freda Colbourne, VP of Public Affairs at Edelman Public Relations in Toronto, to talk about PR's role on the Internet.
PRN: How serious should we be taking rogue Web sites and the negative viral marketing efforts that threaten to sting a company?
Colbourne: We absolutely need to take it seriously. It's today's equivalent of coalition building, but it's faster. These sites can get a lot of people to support them, so you can't just write them off.
PRN: Should PR professionals respond to all the online negative publicity about their company?
Colbourne: It depends. If it's a company like Greenpeace saying something about your company, then yes. If it's some ridiculous site, with opinion and not a lot of fact, then ignore it - just like you would in any situation (online or offline).
PRN: How much do PR professionals need to get involved in the technology issues surrounding their online communications, and how is the relationship between PR and IT changing?
Colbourne: The two areas are converging. Your IT department must help you design the right site and they'll be the ones to help you determine what can be password-protected and what can't be. It's very important that IT gets a seat at the table. We have to work together.
Colbourne will be speaking at the March 13 Strategic Online Communications Seminar in Toronto (http://www.prandmarketing.com/seminars.htm), co-presented by PR NEWS and Canada NewsWire. She'll be one of several executives tackling the topic Online Crisis Management: Avoiding Your Worst Nightmares. (416/979-1120)