Online communities are rapidly changing and expanding. Coupled with that, our own behaviours are altering and we are increasingly looking for information online. As such, effective public relations - which means speaking to and engaging with the right people and communities in the right way, at the right time and in the right place - needs an appropriate mix of on and offline tactics.

The online newsroom enables organisations to broadcast to, and begin to engage in, the online arena with speed and potency.