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Building Electronic Relationships

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Hagel and Singer suggest infomediaries will capture customer relationships-and that other companies will be forced to think about what data is [are] most valuable about their consumers. The focus won't be on what data you own, but on how you use the data (Lach, 1999).

The droll mission statement, arid marketing brochure, and canned IVR

(interactive voice response) no longer suffice (Bayer, 1996).

Electronic Exclusivity vs. Synergy

PR professionals awaken!

The Internet audience is tired of stilted, god-awful press releases, display ad[s] and annual report-type communications. People don't talk that way - loosen up a little. In addition, if you don't know how to, you had better learn fast. Get out into the audience and feel the ground you're walking on. Your clients, shareholders, employees and customers want to talk to you (Bayer, 1996).

Cutting-edge sites like PRMadeEasy.com offer do-it-yourself turnkey

solutions for small to medium sized businesses—facilitated public relations,

PR tools, and consultation at discount prices. This appears practical, although

subscription-based, but does it threaten established agencies? A mystery

orbits the public relations profession. How dare a dot com attempt to

demystify the exquisite art of finessing information to all publics. PR is more

than that, especially when elevated to cyberspace. Here the profession cuts an

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