There’s a really interesting article
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There’s a really interesting article in todays Media Guardian written by Mark Borkowski (of Borkowski PR) about how the internet is threatening the business of PR with what he calls “semantic attacks” where, rather than physically invade a computer system or unleash a virus you “exploit the interface which no firewall can defend against: the interface between humans and computers”. He uses the example of Liz Hurley where someone registered www.elizabethhurley.co.uk which took you to a cocaine ‘n’ porn site, the effects being that however spurious and blatantly false, poor old Liz is now associated with snorting lines of naked asses. Which is exactly what her PR agency is paid to prevent happening. The Hurley case is not that serious as the perpetrators merely wanted to get traffic for their porn. However, if they had wanted to attack Hurley in some way they could have used similar tactics to create a PR nightmare. His point is that the PR industry is woefully unaware of how much of this is going on and needs to wake up (so much so that he’s hired a semi-reformed hacker to work for his agency).
The subtext of his article seems to be that what was once the sole territory of the public relations guru is now open to anyone. If I want to ruin the reputation of a B-list celeb I could so with in a couple of days, and their PR agency would be none the wiser until the stories started appearing. And before you know it it’s Gillian Taylforth all over again.
As any decent human being knows, the work of the PR agency is second only to Satan’s little helpers. These guys are in trouble thanks to a medium they don’t understand because it doesn’t meet at the Groucho or follow the old boy network. If they savvy up and start using Google there are two possible implications. Firstly, the lawsuits start flying and misery follows. But Secondly, they see what’s going on outside Soho and realise the error of their ways and PR decided that Satan is a bad man they want nothing to do with. It’s a nice idea…
I can’t for the life of me find the article on the site - if anyone else has any luck please let me know.
FOUND IT!


This is the personal blog and main internet hub-thing for Pete Ashton. What you'll find here is a seemingly random collection of stuff I want to talk about and share.
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