Although the movie "Snakes on a Plane" opened in the number one box office position for its debut weekend (August 18-21), its lower-than-expected $15.2 million gross was
considered a huge disappointment by the film industry. It was also a slap at the film's excessive and aggressive online buzz-building efforts, which many saw as a new chapter in
viral and digital PR campaigns. But if the snakes didn't scare up excitement, there are other online endeavors that deserve attention. This week's column will determine whether
these examples reflect the Good PR zooming at broadband superspeed or if they are Bad PR traveling at 9600 baud.