Can Ketchum Walk the New Media Talk?

I was reading the press release issued yesterday by Ketchum Public Relations announcing their new service offering called Ketchum Personalized Media: "a global service that advises organizations to know how, why and when to integrate the growing roster of online and wireless media - from blogs and podcasts to mobile marketing - into their overall communications strategy," according to the announcement. Ketchum joins the ranks of other PR agency groups who have jumped into the new-media space with such service offerings. These include Steve Rubel), the Eastwick Communications, and Hass MS&L (the agency behind the General Motors blogs). There are quite a few others, too - see The New PR Wiki The Challenge of Blogs to Public Relations (undated but a thoughtful paper, in my view), I'd still want to know what hands-on experience they offer with new channels that demonstrates their understanding of them as integrated elements of a credible PR offering. Anyone can say they can do something, and produce an impressive-looking list of people. But in this field of new-media communication, you'd better be able to walk your talk. Otherwise, the only word that comes to mind is 'bandwagon.' Ketchum, if I were you, I'd at least start a blog immediately. Links: Ketchum Public Relations NevilleHobson.com blog which focuses on business communication and technology.

Neville is currentlly the VP of New Marketing at NevilleHobson.com