A recent study by F-H digital research indicates that the internet has ten times the influence of traditional print media on the average consumer, with TV ranking second.
It finds that companies are still grossly under investing in the web although some industries (such as the travel and leisure sector) has become hugely dependent on consumers choice being most influenced by online choices.
Experts say that the research is indicative of PR's increasing influence online by suggesting that advertising is dating at an ever increasing rate and that as PR is more "nimble", it has the potential to increase influence online, as advertising fails to adapt to web 2.0.
Next year it is predicted that around £3.6bn will be spent on advertising on the internet. With difficult times forecast, I expect the UK PR industry would be keen to get its "nimble" fingers on a slice of this spend.
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