Cyberbranding: Brand Building in the Digital Economy

Updating PR Tools Cyberstyle

Ten years later, the same young woman, now a public relations manager for an agency just outside of New York, is working on a project to publicize a fashion show for a well-known charity, the Juvenile Diabetes Foundation. She is working with her team of account executives and assistants as well as other PR and marketing staffers. She gives the directive to the assistant account executive to compile a list of print and broadcast media in the New York metropolitan area to invite to the fashion extravaganza. The assistant account executive knows that she will have to use the company’s media contact database (CD-ROM format) to compile her lists. This will take approximately two-plus hours of formatting, and then she ...