New PR Tools Means New PR Roles

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.