Buzz is Dead, Long Live PR

Building "buzz" was the hallmark of dot-com PR, writes Lois Paul of the PR firm of Lois Paul & Associates. Now that the dot-coms have crashed, she says PR must deliver "real messages" and present "real companies, not personalities or 'vision.' ... The best PR people are invaluable to companies during this type of downturn," she says, because "PR today is all about reputation management."