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  • Jim Rink
    Professional Topics The survey of senior-level public relations executives found that 64 percent said public relations professionals have a difficult time
    Message 1 of 8 , Dec 2, 2000
      Professional Topics

      The survey of senior-level public relations executives found that 64
      percent said public relations professionals have a difficult time
      achieving a balance between work and other parts of their lives; and 86
      percent said it is now generally expected individuals will carry out some
      work-related tasks at home, even after working a full day. Further, 90
      percent agreed it has become expected to carry out some work and to
      contact the office even when on vacation or personal leave.

      Job-hopping is accepted and viewed as required to advance in the public
      relations field, according to 45 percent of the PR execs surveyed. When
      looking at a potential job change from a lifestyle perspective, 75 percent
      cited the ability to travel on business on company, rather than personal
      time; 65 percent noted telecommuting privileges; and 64 percent mentioned
      flextime. Also, 90 percent named amount of vacation time and proximity of
      the company's offices as important.

      On the financial side, the surveyed PR execs listed the following key
      issues as important considerations in job changing: performance-based
      bonus, stock option plan, sign-on bonus, cost-of-living adjustments,
      company-paid professional membership fees and supplemental health
      benefits.

      Over 98 percent said a company's culture and its work environment would be
      most important to them if they were to consider changing jobs. The same
      percentage said that the attitude and personality of the manager to whom
      they would be reporting also would be important.

      The Heyman survey also determined that respondents fell into five distinct
      clusters: public relations enthusiasts (24 percent), who are energized
      about the field; skeptics (26 percent), who are the most cynical about the
      profession and tend to view it in narrow terms; the slightly insecure (14
      percent), who display insecurity and pessimism about their jobs; the
      company-loyal (19 percent), who are highly committed to the organizations
      that employ them; and the self-assured (17 percent), who are highly
      satisfied with their status in the field.

      "This is a significant signal for employers to pay greater attention to
      quality-of-life objectives of public relations professionals and implement
      policies which keep the best, most self-assured performers from jumping to
      a less stressful workplace, and simultaneously attract 'stars' to sign
      on," said Heyman president and CEO William C. Heyman.

      More details about the survey can be found at:
      http://www.heymanassociates.com/press/11212000_survey-objectives.htm
      The contact at Heyman for further information is Brian Hargrove,

      bhargrove@...

      Submissions to Professional Topics are welcome. Please send your

      submissions to: mailto:bschaible@...
      Please include a brief bio statement with your e-mail.

      News of the Week:

      NEW YORK, Nov. 30 /PRNewswire/ -- The Interpublic Group of Companies, Inc.
      today announced that the company has acquired Deutsch, Inc., a U.S.
      advertising and marketing communications agency highly regarded as a
      creative, new business and overall growth leader. Terms of the acquisition
      are not being disclosed. Deutsch, with 1999 reported billings of $1.2
      billion, is America's largest independent agency and by far the fastest
      growing among the top 25.

      NEW YORK, Nov. 30 /PRNewswire/ -- Jon Higgins, Partner/Director of Ketchum
      San Francisco has been named Chief Executive Officer of Ketchum London and
      will relocate to take up the new position in February 2001. In London,
      Higgins will assume responsibility for a 150-person operation that serves
      as the agency's European hub. Dave Samson, Partner/Associate Director in
      San Francisco, and a senior member of the agency's global corporate
      practice, was named director of Ketchum's San Francisco office.

      SAN FRANCISCO--(BUSINESS WIRE)--Nov. 29, 2000--Business Wire has unveiled
      an enhanced version of its PressPass service, a free media resource that
      is presently used by thousands of journalists worldwide.

      MINNEAPOLIS, Nov. 29 /PRNewswire/ -- Amtrak recently announced that it has
      selected Carlson Marketing Group as its relationship marketing agency of
      record. As its agency, Carlson Marketing Group will be responsible for
      creating and implementing a consumer marketing program designed to
      increase ticket sales in the Northeast region of the United States, as
      well as select routes in California, Oregon and Washington.

      NEW YORK--(BUSINESS WIRE)--Nov. 28, 2000--Who got the best publicity in
      2000? And who blundered big time? Tell us your winners and losers for the
      ''The Best and Worst PR of 2000'' on our online poll at
      http://www.cyberpulse.com/bestworst. Results of the balloting will appear
      in the year-end issue of PRWeek.

      SAN FRANCISCO--(BUSINESS WIRE)--Nov. 28, 2000--The Technology Section of
      the Public Relations Society of America (PRSA) has announced its fourth
      annual all-day professional development conference for public relations
      people practicing in technology arenas. The conference, Tech 2001: When
      Worlds Collide, will be held in San Francisco on March 12, 2001, at the
      Argent Hotel. Over 500 people are expected to attend.

      NEW YORK, Nov. 27 /PRNewswire/ -- The Internet may solve as many problems
      for CEOs as it causes headaches, finds the second annual PR
      Week/Burson-Marsteller CEO Survey 2000 released this week, but one thing
      is for sure: it has come of age. CEOs surveyed said that media Web sites,
      chat rooms and e-mails ''scare them the most as a source of gossip or
      rumor.'' However, nearly half (49%) said the Internet ''made it easier''
      to manage one's corporate reputation, while 60 percent of the CEOs
      surveyed said the Internet was ''essential'' or ''fairly important'' for
      marketing products and services.

      NEW YORK--(BUSINESS WIRE)--Nov. 27, 2000--As public relations agencies
      seek to be more innovative with both client acquisition and talent
      retention, an esteemed faculty of top industry professionals will gather
      in New York in January for ''The Second Annual Alternative Billing &
      Compensation Systems for the Public Relations Industry.''

      --

      Steven N. Wynkoop & Brian W. Schaible, APR
      Principals and Founders
      The PR Network
      http://www.thePRnetwork.com


      Regards,

      Jim Rink
      AAA Michigan
      ----------------------------------------
      1 Auto Club Drive, Dearborn, Mich. 48072
      voice 313.336.1513 fax 313.336.0986
      ----------------------------------------
      http://www.aaamich.com



      Join 18 million Eudora users by signing up for a free Eudora Web-Mail account at http://www.eudoramail.com
    • The PR Network by way of Jim Rink
      Dear Members, Agency/client relationships, as with relationships in general, aren t all made in heaven. Many factors can lead to a breakdown, even in a
      Message 2 of 8 , Dec 11, 2000
        Dear Members,

        Agency/client relationships, as with relationships in general, aren't all
        made in heaven. Many factors can lead to a breakdown, even in a
        longstanding partnership. If you're about to begin an agency review for
        your company, here are some guidelines from Jerry Swerling, a 30-year
        veteran of the PR business, and Principal of Swerling & Associates.

        Professional Topics

        HOW TO ASSURE AN OPTIMAL OUTCOME WHEN CONDUCTING A PR AGENCY REVIEW
        By Jerry Swerling, Principal, Swerling & Associates

        1. Be prepared to make a major time commitment -- anywhere from 100 - 200
        hours. If that's more time than you can spare then you should retain a
        qualified consultant to help.

        2. Develop a clear picture of your PR needs, selection criteria, etc. To
        avoid frustration don't launch the review without knowing precisely what
        you are looking for. The better you define your needs, the easier it is to
        make a rational choice for meeting them.

        3. Seek input and buy-in from others who are impacted by the PR function.
        This will build consensus and avoid needless conflict. I generally
        interview top-level executives and senior managers in disciplines with
        which PR must coordinate.

        4. Don't fall victim to the "usual suspects" syndrome. Take the time to
        look beyond the obvious candidates. There are many highly competent firms
        not in the Top 10.

        5. Talk with your peers in other companies. Learn from their successes and
        failures.

        6. Don't take shortcuts with the process. A well-run review should take 8
        - 12 weeks. Your goal is to establish a partnership that will last many
        years. Rushing will be counterproductive.

        7. Don't be dazzled by the "pitch," wherein you will probably see the very
        best presenters the agencies can throw at you. Drill deep on the
        competence of the people with whom you will actually be working.

        8. Stick to your schedule. Delays suggest poor organization or a lack of
        serious intent. If you must delay, immediately let the agencies know.

        9. Avoid gimmicks like pay for placement. The day will come when you will
        need more from your agency than clips.

        10. Make the process rigorous and rational. Treat it as science rather
        than art. Develop a plan of attack and stick to it.

        11. When evaluating the firms, look for these characteristics:

        * The right balance of size and resources -- Don't be influenced by size
        and capabilities that you won't actually need.
        * Good chemistry, cultural match, etc. -- Get to know the people.
        * A passion for your account -- This will be evidenced by the effort they
        put into the review.
        * A cost structure that meets your needs - Reasonable hourly rates,
        charges for recoverable expenses, etc.
        * Strategic insight into your business -- Experience in your specific
        industry, while helpful, should not be an absolute prerequisite. Judge
        them by their ability to quickly get up to speed.
        * An approach to your account that is based on helping to achieve your
        business objectives rather than simply generating clips.
        * Competence in cutting edge techniques, i.e. use of the Internet.
        * Creativity, as evidenced by their approach to the review and their work
        for other clients.
        * Outstanding listening skills.

        I often hear of companies that put a lot of effort into reviews but still
        violate these guidelines. Then they can't understand why their agencies
        seem ill suited for their needs. Don't let it happen to you.

        Jerry Swerling is Principal of Swerling & Associates, a Marina del Rey,
        CA-based consultancy specializing in the management of agency reviews,
        communications counsel, and the optimization of agency/client
        relationships. He also directs the PR sequence at the USC Annenberg School
        for Communications and previously headed the west coast operations of a
        leading global PR firm.

        In-depth information about the agency review process is available at the
        Swerling Web site: http://www.swerlingassociates.com
        Contact Jerry at mailto:jerry@....

        Submissions to Professional Topics are welcome. Please send your
        submissions to: bschaible@...
        Please include a brief bio statement with your e-mail.

        News of the Week:

        ATLANTA, Dec. 7 /PRNewswire/ -- In an exploding information age when data
        has become an end in itself, the glut of messages assaulting senior
        corporate executives ``does not equal knowledge and knowledge does not
        equal wisdom,'' nationally-known corporate communications counselor Robert
        L. Dilenschneider told a large assemblage of leading Atlanta public
        relations executives at a luncheon meeting here today.

        CLEVELAND--(BUSINESS WIRE)--Dec. 7, 2000--Despite recent rumblings about a
        projected downturn in the American economy, a majority of companies still
        plan to offer year-end bonuses to their employees this year. According to
        a survey by the world's largest search and recruitment organization, 61.8%
        of executives surveyed said they will offer year-end bonuses to their
        employees.

        STAMFORD, Conn.--(BUSINESS WIRE)--Dec. 6, 2000--Despite foreboding
        predictions, the nation's e-brands are still strong, according to results
        from the e-Branding Index(TM) by Corporate Branding, LLC, a global brand
        communications firm. While some e-brands, including America Online,
        Yahoo!, and Amazon.com saw dips in their CoreBrand(TM)Power, these
        declines were not nearly as dramatic as might be expected
        given recent dire warnings of the demise of the dot.com. And, there were a
        few e-brands, like E*TRADE and Ameritrade, that did not lose power.

        TORONTO, Dec. 6, 2000 /CNW/ - Mike Coates, president and CEO of Hill and
        Knowlton Canada, announced today the launch of 'Hill and Knowlton
        Shareholder Response', the newest division of Hill and Knowlton Canada.
        Hill and Knowlton Shareholder Response (HKSR) will deliver strategic
        communications programs that help public companies obtain a better
        understanding of their shareholder base, and secure shareholder approval
        for major corporate initiatives.

        NEW YORK--(BUSINESS WIRE)--Dec. 5, 2000--The New York Times today
        announced two appointments. Michael Oreskes, Washington bureau chief, has
        been named assistant managing editor and director of electronic news. His
        successor will be Jill Abramson, the newspaper's Washington editor. As an
        assistant managing editor and director of electronic news based in New
        York, Mr. Oreskes will be responsible for electronic news, including
        television ventures and collaborations with the Times Company's online
        division, New York Times Digital.

        NEW YORK, Dec. 5 /PRNewswire/ -- The Direct Marketing Association -- the
        largest organization representing businesses and organizations that use
        direct mail and Internet advertising -- expressed wide-spread industry
        concern regarding upcoming postal rate increases, the January 7, 2001
        implementation date of those increases, and the United States Postal
        Service Governors' attempt to seek even higher increases, as announced
        today in Washington, D.C.

        BALTIMORE, Dec. 4 /PRNewswire/ -- Warschawski Public Relations, a top 100
        PR and marketing agency based in Baltimore, announced today that it has
        created a new division to specifically handle the PR needs of companies in
        the high technology sector.

        NEW YORK, Dec. 4 /PRNewswire/ -- A special market analysis from Myers
        Reports, Inc. indicates that online ad revenue from traditional media
        budgets is easing in share of total online spending, while ad revenue
        share coming from e-commerce is on the rise. In terms of ad format, banner
        advertising continues to rule the online mix, while sponsorships are
        dwindling as a source of online media buys.

        Full text of these and many other articles can be found at
        http://www.thePRnetwork.com Brief summaries of articles are archived in a
        searchable database. The articles are drawn from The PR Network's daily
        news briefs. Access to the database is free.

        --

        Steven N. Wynkoop & Brian W. Schaible, APR
        Principals and Founders
        The PR Network
        http://www.thePRnetwork.com

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      • Jim Rink
        From PRNetwork: While many brick and mortar PR agencies have been quick to embrace the Internet as a growing practice area, others exist totally online --
        Message 3 of 8 , Jan 8, 2001
          From PRNetwork:

          While many "brick and mortar" PR agencies have been quick to embrace the
          Internet as a growing practice area, others exist totally online -- the
          virtual agencies. Utah-based Johnson & Company is one of the pioneers, in
          its fourth year of PR practice in cyberspace. Johnson & Co. has created a
          "virtual Magna Carta" to serve as a professional guide for virtual PR
          workers.

          Professional Topics

          Jennifer J. Johnson, principal and senior strategist, says the virtual
          work model provides advantages for companies, clients and workers alike.
          Workers get flexibility, and control over their professional lives,
          leaving room for other life priorities. Companies save on overhead costs
          and see increased productivity and worker satisfaction, resulting in lower
          turnover. Clients benefit from a stable, responsive account team,
          unaffected by burnout and completely focused on results.

          "Fast companies of the future will have to recognize the trend towards a
          virtual work environment or be left by the wayside," says Johnson. "This
          is progress in a very positive direction."

          Here are Johnson & Co.'s guidelines for professionalism in the virtual
          workplace:

          1. Know the three keys. Success in the virtual workplace hinges
          effectively managing the three key areas of technology, process and
          culture.

          2. Know what you're getting into. The virtual workplace really isn't for
          everybody. It requires self-motivation, self-discipline and a willingness
          to share knowledge and collaborate with others.

          3. Over-communicate. Make sure co-workers are clear on your boundaries
          such as office hours, type of work you can do, when you are available
          distraction-free and when to expect "home noises" in the background.

          4. Drop your solo project and join a band. If you freelance, get to know
          fellow freelancers and view them as potential allies, not competitors.
          Don't forget the importance of mentors. Develop relationships with your
          managers and colleagues in the virtual world and learn from their
          experiences.

          5. Yes, there is life in virtual space. You gave up the office, not the
          people--relationships are important! Recognize the need for and cultivate
          a virtual culture.

          6. Technology is your friend. Research the best products for your needs
          and use the tools at hand!

          7. Technology is not your only friend. Meet your co-workers face-to-face.
          Schedule professional retreats to build a live connection as the
          foundation for enduring work relationships.

          8. In dealing with co-workers and clients in "bricks-and-mortar" offices,
          you risk becoming the odd man out-a disembodied voice on the conference
          call. Draw attention to the person behind the speakerphone by stepping up
          your efforts to be a team player. Over-communicate through multiple
          vehicles (such as an email followed by a phone call).

          9. Virtual professionalism is not an oxymoron. Be confident in your skills
          and know they are just as valuable as those of your non-virtual
          counterparts.

          10. Remember why you joined the virtual workforce in the first place.
          "My-size" your workload to take a more appropriate role among your most
          important assets-family, friends, hobbies, etc.

          Johnson & Company's Web site can be found at http://www.joandco.com The
          complete version of their "virtual Magna Carta" is at
          http://www.joandco.com/vmc.asp

          Submissions to Professional Topics are welcome. Please send your
          submissions to: bschaible@... Please include a brief bio
          statement with your e-mail.

          News of the Week:

          ENCINO, Calif., Jan. 4 /PRNewswire/ -- With an eye towards increasing the
          company's public and media awareness efforts, goZing, the leader in
          wireless, permission-based direct marketing, has named Lee Morrell as
          Director of Public Relations.

          BURKE, Va., Jan. 4 /PRNewswire/ -- D. Larkin & Associates, LLC, a full-
          service public relations firm specializing in corporate communications and
          public policy for technology companies, today announced the addition of
          PermitsNOW, Inc. and PromiseMark, Inc. to its client list.

          SAN JOSE, Calif.--(BUSINESS WIRE)--Jan. 3, 2001--High-tech public
          relations firm The Hoffman Agency (http://www.hoffman.com) today announced
          the opening of a European office in the United Kingdom. The Silicon
          Valley-based company now has ten offices worldwide, covering almost 90
          percent of the global technology market.

          NEW YORK--(BUSINESS WIRE)--Jan. 3, 2001--Ogilvy Public Relations Worldwide
          has announced the acquisition of Deen+Black, the ''California'' firm with
          2000 billings in excess of $4.5 million. The deal, announced today,
          immediately makes Ogilvy PR's Public Affairs Practice a leading player in
          California, and couples Deen+Black's capabilities with the industry's
          fastest growing major PR firm.

          NEW YORK, Jan. 2 /PRNewswire/ -- Will this be the year you start a PR
          career? Public relations is one of America's most dynamic, intellectually
          stimulating and satisfying professions, and the industry has been growing
          at a record pace (revenue rose 30% in 1999), according to the Council of
          Public Relations Firms, the trade association representing more than 120
          firms in the industry.

          KANSAS CITY, Mo.--(BUSINESS WIRE)--Jan. 2, 2001--IPREX, an international
          corporation of 55 leading independent public relations firms, reports that
          it had a record number of partners joining the organization during the
          past year. In 2000, IPREX welcomed seven partners from Canada, Colombia,
          Japan, and the United States. Currently, IPREX has 55 partners in 17
          countries and 65 cities with a combined staff of 935 and a combined
          billing of approximately $95 million, and is one of the top 10 largest
          public relations corporations in the world.

          VANCOUVER, Jan. 2 /PRNewswire/ - MindfulEye, Inc. today announces the
          launch of Surveillance Version 1.2. Surveillance 1.2 is the newest release
          of a MindfulEye product designed to alert investor relations and public
          relations professionals to online events that could affect their company's
          interests. MindfulEye is the developer of Lexant, an Artificial
          Intelligence system that can read and understand material as it appears on
          the Internet.

          SAN FRANCISCO, Dec. 28 /PRNewswire/ -- Recalled tires, ''a badly informed
          physiologist,'' messin' with Ben and Jerry, and a TV marriage gone awry
          topped this year's list of PR blunders, compiled by Fineman Associates
          Public Relations (FAPR). The list is a collection of some of the year's
          worst public relations gaffes.

          Full text of these and many other articles can be found at
          http://www.thePRnetwork.com Brief summaries of articles are archived in a
          searchable database. The articles are drawn from The PR Network's daily
          news briefs. Access to the database is free.

          --

          Steven N. Wynkoop & Brian W. Schaible, APR
          Principals and Founders
          The PR Network
          http://www.thePRnetwork.com

          Regards,

          Jim Rink
          AAA Michigan
          ----------------------------------------------------
          1 Auto Club Drive, Dearborn, Mich. 48072
          voice 313.336.1513 fax 313.336.0986
          ----------------------------------------------------
          http://www.aaamich.com
        • Jim Rink
          From PRNetwork: Which are the best public relations agencies to work for? Industry newsletter The Holmes Report surveyed 4,000 employees from 65 PR agencies to
          Message 4 of 8 , Apr 28 5:58 AM
            From PRNetwork:

            Which are the best public relations agencies to work for? Industry
            newsletter The Holmes Report surveyed 4,000 employees from 65 PR agencies
            to find out.

            Professional Topics:

            Holmes' 2001 Best Places to Work in Public Relations survey results show
            that PR professionals would most want to work for Ketchum if they were to
            leave their current employer. Editor Paul Holmes said "Ketchum has
            differentiated itself from the competition thanks to an impressive
            commitment to professional development and a people-oriented culture.
            That's a significant competitive advantage in a market where the demand
            for talent exceeds supply."

            Understandably, Ketchum was delighted with the survey findings. "As an
            agency, we have been working on building the workplace of choice in the
            public relations business," said Raymond Kotcher, senior partner and CEO
            of Ketchum. "We are thrilled to know that our work has been recognized not
            only by the people who work at Ketchum, but also by the people in the
            industry."

            Ketchum is featured in the new business book "Winning the Talent Wars," by
            Bruce Tulgan, who says the agency has learned to excel at getting the
            right people in place by creating a broad network of talent across
            geographies and disciplines.

            Every year, Ketchum conducts its own employee survey, the most recent of
            which found that nearly 85% are proud to be employed at the firm, almost
            80% would recommend Ketchum as a place to work, and 91% believe Ketchum
            has a positive image in the industry.

            Following Ketchum, the rest of the top 10 companies named by agency
            professionals are: Fleishman-Hillard, Burson-Marsteller, Porter Novelli,
            Edelman PR Worldwide, Hill & Knowlton, Golin Harris, Ogilvy PR Worldwide,
            Shandwick, and Manning, Selvage & Lee.
            ---------------------
            Paul Holmes, former editor of Inside PR and Reputation Management, has
            followed the public relations industry from both sides of the Atlantic for
            15 years. Ketchum, a unit of Omnicom Group, Inc., is the seventh-largest
            public relations firm in the world. Their web site can be found
            at
            http://www.ketchum.com

            Submissions to Professional Topics are welcome. Please send your

            submissions to: mailto:bschaible@... Please include a brief
            bio statement with your e-mail.

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            News of the Week:

            NEW YORK, April 26, 2001 /PR Network Member News/ -- Vorhaus & Company
            Inc., a New York-based public relations firm, announced the formation of
            V!Diversity, a new practice area devoted to minority marketing, initially
            reaching African-American and Hispanic audiences.

            NEW YORK--(BUSINESS WIRE)--April 26, 2001--DMA President & CEO H. Robert
            Wientzen today sharply criticized the U.S. Postal Service (USPS) for what
            he called ''bad business sense'' and urged DMA members to act immediately
            to support genuine postal reform.

            PARIS, April 25 /PRNewswire Interactive News Release/ -- After 25 years of
            independence, Triangle Group, the UK's largest and best known independent
            marketing communications group has been acquired by Publicis Groupe SA for
            an undisclosed sum. With nearly 200 staff in four trading divisions,
            Triangle Group works for some of the UK's best known companies including
            Britvic, BT, Cadbury, GlaxoSmithKline, Guinness, Safeway and Woolworths.
            It has been consistently courted by larger groups for several years.

            LOS ANGELES--(BUSINESS WIRE)--April 24, 2001-- Driven by 2000 revenue
            growth of nearly 61 percent, Fleishman-Hillard Inc. has become the world's
            leading public relations firm, according to new figures released by the
            Council of Public Relations Firms.

            NEW YORK, April 24 /PRNewswire Interactive News Release/ -- GCI Group, one
            of the industry's largest public relations firms, today announced that is
            has been awarded the global account for the British Tourist Authority
            specifically to deal with the challenge of revitalizing tourism to Britain
            in light of the foot and mouth outbreak.

            NORWALK, Conn., April 23, 2001 (PRIMEZONE) -- eNewsRelease, a press
            release distribution and data management service, announced today that 15
            independent public relations firms have signed on as Members in just the
            past month, and 43 firms have begun to use the eNewsRelease service since
            the beginning of the year.

            BEVERLY HILLS, Calif.--(BUSINESS WIRE)--April 23, 2001-- NetCurrents, Inc.
            today announced the market launch of its new, proprietary Internet
            perception management tool, PRManager.

            Full text of these and many other articles can be found at
            http://www.thePRnetwork.com Brief summaries of articles are archived in a
            searchable database. The articles are drawn from The PR Network's daily
            news briefs. Access to the database is free.

            --

            Steven N. Wynkoop & Brian W. Schaible, APR
            Principals and Founders
            The PR Network
            http://www.thePRnetwork.com

            ---
            Regards,

            Jim Rink
            AAA Michigan
            ----------------------------------------
            1 Auto Club Drive, Dearborn, Mich. 48072
            voice 313.336.1513 fax 313.336.0986
            ----------------------------------------
            http://www.jimrink.com/cmc.html




            Join 18 million Eudora users by signing up for a free Eudora Web-Mail account at http://www.eudoramail.com
          • Jim Rink
            From PRNetwork: Hi-tech may be down, but not out. The speed of new technology innovations and introductions will still challenge PR practitioners to keep up --
            Message 5 of 8 , Jul 1, 2001
              From PRNetwork:

              Hi-tech may be down, but not out. The speed of new technology innovations
              and introductions will still challenge PR practitioners to keep up --
              difficult with budgets tight and staff being pared. Alisa Fogelman-Beyer
              of Hill & Knowlton's Washington Technology Practice discusses how
              Web-based technology platforms can help.

              Professional Topics:

              Don't Repave the Cow Path,
              Figure Out How to Get on the Highway

              By Alisa Fogelman-Beyer
              Senior Managing Director,
              Hill & Knowlton Washington Technology Practice

              Despite the recent slowdown in the technology industry, it's not all gloom
              and doom. The industry as a whole is projected to keep growing. Definitely
              not the impressive growth rates of the recent past, but still much higher
              than most industries.

              And, while technology continues to grow, strategy will evolve and
              successful public relations agencies will again need to change with the
              times. Agencies that want to not just survive, but triumph over the
              massive changes to business caused by the Internet and all its siblings,
              must combine new business and communications skills with fast and robust
              knowledge of high technology markets and tools. So, how can you as a PR
              professional not only survive but also thrive in today's ever-changing
              market?

              One answer lies in Web-based technology platforms that contain information
              and tools you need to make better business decisions. Rather than using
              technology merely to repave the cow path, industry leaders in the PR field
              must start to look at leveraging technology for critical competitive
              advantages.

              How can technology tools help us be more efficient, productive and
              successful? For everyday PR processes such as targeting, distribution,
              monitoring, analysis and measuring, complete Web-based solutions are the
              best tools.

              Web-based technology platforms provide three primary services: 1) save
              time by automating workflow to increase productivity and results; 2)
              provide proprietary knowledge capture; and 3) save money and create new
              revenue streams.

              1. Being able to utilize automated technology platforms that contribute to
              an agency's profit and loss (P&L) is to the PR professional's competitive
              advantage. By using platform tools, like Vocus Public Relations, PR
              professionals are able to build and manage an entire PR campaign more
              efficiently and profitably. The benefit lies in being able to store all
              your critical information in one location and being able to access it
              anywhere in the world, across multiple offices and locations.

              2. Web-based platforms enhance proprietary knowledge and communication
              activities. These platforms continuously manage editorial relationships,
              track correspondence, and review and report on all PR communications. You
              never have to worry about losing what you've done, whom you've talked to,
              and the results achieved because the automation tools automatically
              capture and maintain all proprietary knowledge. Utilizing a technology
              platform to manage information helps PR professionals get off the cow path
              and onto the highway with tools to leverage new opportunities in an
              ever-expanding market.

              3. Automated technology platforms allow PR agencies to effectively manage
              their budgets by allotting fewer hours for staffers to build lists and
              maintain media databases. These platform solutions reduce time spent on
              non-billable activities, freeing more hours for billable client service,
              developing new business and producing measurable results.

              Web-based PR platforms bring advanced technology to the PR industry,
              allowing PR professionals to automate their workflow in a meaningful and
              financially productive manner, thus providing measurable results for the
              client.

              Alisa Fogelman-Beyer, APR, is the senior managing director and practice
              leader of Hill & Knowlton's Washington technology practice,
              http://www.hillandknowltontechnology.com

              * Vocus is a client of Hill & Knowlton.

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              News of the Week:

              ST. LOUIS and MELVILLE, N.Y., June 28 /PRNewswire/ -- Kupper Parker
              Communications, Inc., a global integrated marketing communications firm,
              announced the signing of the definitive agreement to acquire Christopher
              Thomas Associates (CTA) and the structure of the management team.

              CHICAGO, June 28 /PRNewswire/ -- Slack Barshinger, a leading Chicago
              business-to-business marketing communications agency, was named the ''best
              small, pure-play business-to-business agency'' in the U.S. by BtoB
              magazine in its June 25, 2001, issue.

              WASHINGTON--(BUSINESS WIRE)--June 27, 2001--Environics Communications,
              Inc., a full-service North American public relations agency, today
              announced its continued U.S. expansion with the opening of a new office in
              Washington, D.C.

              NEW YORK, June 27 /PRNewswire/ -- Trumpet, a national marketing
              communications agency specializing in brand introductions and brand
              renovation, has expanded its New York office by merging with 4 Elbows, an
              interactive design and development firm based in Manhattan.

              NEW YORK, June 26 /PRNewswire/ -- Jupiter Media Metrix today reports that
              74 percent of businesses will spend more money on customer relationship
              management (CRM) infrastructure in 2001 than they did in 2000 -- with a
              majority committing to increasing their spending by as much as 25 to 50
              percent.

              WASHINGTON, June 26 /PRNewswire/ -- The National Capital Chapter of the
              Public Relations Society of America and the Burson-Marsteller Washington
              Technology Practice invite you to join other high tech PR practitioners
              and communications professionals working in the technology industry July
              10 at Dupont Circle for networking and informal discussion about the role
              of technology in today's uncertain economy.

              SAN MATEO, Calif. & CAMBRIDGE, Mass.--(BUSINESS WIRE)--June 25, 2001--
              Biz360 (www.Biz360.com), a leader in providing analytic applications for
              external information, today announced a strategic relationship with
              Northern Light(r) Technology, Inc. (www.NorthernLight.com), a major
              provider of information management solutions. The alliance will enrich
              Biz360's solutions by adding over 7,000 content sources, giving Biz360 the
              ability to comprehensively measure online, print and television content to
              deliver the richest information analytics available to marketing
              professionals today.

              Full text of these and many other articles can be found at
              http://www.thePRnetwork.com Brief summaries of articles are archived in a
              searchable database. The articles are drawn from The PR Network's daily
              news briefs. Access to the database is free.


              Regards,

              Jim Rink
              AAA Michigan
              ----------------------------------------
              1 Auto Club Drive, Dearborn, Mich. 48072
              voice 313.336.1513 fax 313.336.0986
              ----------------------------------------
              http://www.aaamich.com
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