Lobbyists Look To Invade Blogs And Social Networks
Sydney Morning Herald
Thursday August 30, 2007
PUBLIC relations, lobbying and public affairs companies are back in the takeover spotlight for listed marketing services groups and one operator, BlueFreeway, has predicted a far-reaching overhaul of the sector.
In the past six weeks the consumer arm of Marks & Sparks has been snapped up by Photon Group, the public affairs and lobbying practice Hawker Britton acquired by STW Group and 51 per cent of technology outfit Spectrum Communications bought by BlueFreeway. BlueFreeway predicts a swing away from traditional media relations and lobbying techniques to controversial corporate participation in online "messaging". "There is a revolution going on in PR which is very much around social networks and blogging," said the chief executive of BlueFreeway, Richard Webb. "The messages companies have to communicate will be more about engaged dialogue, not a one-way bit of communication leaving the corporation." Mr Webb said BlueFreeway's investment in Spectrum was the basis for a global PR practice. However, Spectrum co-founders Wendy Docherty and Naomi Beames said there were contentious transparency issues in digital media."The whole purpose of blogging is independence and it becomes questionable if it's not disclosed," Ms Docherty said. "It's a big issue and it needs to be a management issue if companies go online."
© 2007 Sydney Morning Herald