Learning to write for Google and Yahoo has become a PR necessity
The direction of online initiatives is the most interesting trend in newspapers, according to media buyers and planners, ranking ahead of any other issue, including circulation.
Half of those surveyed by Media LIfe said the were watching how newspapers' sites will evolve and what role the web will play in papers' future.
Any PR practitioner today has to understand how the Web is changing the way we access information and the role the web will play in news consumption.
