Effective Internet Use Brings in the Money

The Internet is changing the ecomony, including the way PR practitioners do business.

As public relations practioners, who constantly scan the horizon for issues, we need to consider the implications the Internet has on our industry and our industry's publics.

In an article from November 2003, Pr News reported the comments of several executives from well-known PR agencies.

Mike Paul, President-MGP & Associates PR, and some of his peers developed four principles to guide practitioners in their use of the Internet for Public Relations. His principles included

Use factual content
Objectively advocate, using credible content
Disclose full information
Education fellow practitioners on best practices

He further said, "The future of the Internet and its use as a public relations tool will be determined by the reputation it earns. The bottom line is that the Internet has to be credible, and, as PR practitioners, we have a major responsibility in making it so."