Cyberbranding: Brand Building in the Digital Economy

From Static to Interactive

Public relations on the Internet is user-friendly. With the same premise that a Web site audience is always one click away from the next-best product or service, content providers—i.e., the media—need to offer targeted, interactive information for audiences. Note: Public relations is not exclusive to just contacting media for online placements (i.e., magazines and newspapers with Web formats); many Web sites are seeking interesting content to interest users and to promote cyberbrands. As a result, Web sites are offering interactive material, such as Webcasts, chat sessions, “Ask the Expert” sections, and Q&A forums. In any one of these instances, there is an opportunity for a cyberbrand (or a representative of the ...