The Epicenter Of Online Brand Building

E. Ronald Culp

This article argues that well-designed public relations activity is a vital precursor to advertising in the development of dot.com start-ups.

The Epicenter of Online Brand Building

Well-designed PR paves the way for effective dot.com advertising

Whether at a century-old retailer or a bold start up, the practice of public relations has undeniably moved toward the epicenter of online brand building.

Case in point: Sears.com. Born as a corporate information site in 1996, its first e-commerce offering of Craftsman tools came in 1997 and was expanded to cover appliances in 1999, then broadened even further this summer. All three enhancements were launched first through public relations, followed weeks later by other marketing and advertising efforts.

Meanwhile, in a Fulton Street loft...

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