I've been sitting on this post for awhile; I forgot that I had flagged it as something worth noticing. I think James Governor is correct though: most marketing and PR departments are wasting time and resources, pumping out information no one cares about (or reads). Most of the websites they maintain are all about "being sticky", having people fill in forms in exchange for downloads (etc). Instead, you want to offer information with plenty of linkage outside your site - if you have good information and products, people will come back for more. You also want syndication (RSS/Atom) everywhere, because the highly connected influencers all use syndication technology - if you don't offer your content that way, they simply won't bother with you - and make sure it's full content, too!

Anyway, go read James Governor's thoughts on PR/Marketing and IT - I think it makes a lot of sense.

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