Cyberbranding: Brand Building in the Digital Economy

Proven PR Techniques are Still Apparent

PR has evolved through and is continually affected by technology. Take the traditional definition of PR from Encyclopaedia Britannica, which states that PR involves actions intended to communicate information on and improve the public’s attitude toward any individual or group, whether it’s a government agency or a corporation.^[1] Public relations efforts still focus on responsible communication to enhance a positive image and raise awareness of various groups. The core PR strategies, visible throughout PR history, have maintained their presence in the modern day—from the public relations tactics to lobby for a political cause, to the need of large industries to implement public relations as a means to ...