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Good Online PR: Why Transparency is Critical

Excerpt from Adam Cohen’s Editorial in today’s New York Times:

Today’s Internet-driven, media-saturated era is promoting two things inimical to the sort of absolute power Harvard’s leaders have long been used to: transparency and the ability of like-minded people to network easily.

Why I think it matters to those of us in public relations and marketing:

There’s no way you can run a good public relations campaign — where you and your staff serve as conduits to valuable information — without integrating online PR into the mix. If your public relations agency can’t set up and manage online press rooms, RSS Press Release Newsfeeds and opt-in email news blasts to enable you to be a valuable source of information via the Net, either bring the talent you need in-house, or find a PR firm with online marketing expertise.

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