Thursday, September 30, 2004

New Article 

There is a new article posted on the online-pr.com web site about network-centric relationships. It is here. I had written earlier about changes that ubiquitous networking would bring to relationship building with stakeholder audiences. The article expands this view using an example of grocery retailing.

It is based on an existing store of the future in Rheinburg, Germany as well as retail grocery web sites such as Albertsons, Peapod and Fresh Direct. I am convinced that future PR practitioners will not use traditional media as a first choice but a secondary option. Many recipes merchandised to newspapers and magazine food pages today will go first to web sites or the networked store where there is a link between the network and individual pushing a shopping cart. In fact, there is a business for grocery retailers in doing this. They will form relationships with food marketers and charge for the use of their network to reach customers at the point of purchase. Publicity information will become part of the information mix.

Read the article, and let me know what you think. I may be wrong but it seems to me that much of what I describe is in existence, and it will dominate in the next decade or so.


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