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Home > Faculty & Research Centers > Centers > PricewaterhouseCoopers Center for Innovation in Professional Services | |
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PricewaterhouseCoopers
Center for Innovation in Professional Services
McIntire School of Commerce Feb. 20, 2002
New technologies are rewriting the old rules of business-media relations. Managers and corporate communicators increasingly must grapple with a set of significant questions: With the proliferation of online news sites, how do companies decide how and to whom to respond? When should companies take their messages directly to the public through the Internet, sidestepping the media filter? How do companies and responsible journalists deal with so-called viral communication, such as rumors and press release hoaxes spread by e-mail and chat rooms? What role has the media played in the dot.com phenomenon and recent business scandals? What new skill sets do executives and corporate communicators need to effectively deal with the 24/7 news environment? A panel of public relations and media representatives examined these questions and others at a business-media panel hosted by the McIntire School in February 2002. The panel consisted of Mike Corrado, Director of Media Relations for the Business Technology Division of Accenture in New York; Jack Milligan, a freelance business writer and former editor in chief of U.S. Banker magazine; Amanda Orr, a Director in the Technology Practice of Burson-Marsteller; Angus Robertson, an independent business consultant specializing in general management and media issues affecting financial services and information and media enterprises; and Chris Roush, Editor-in-Chief at SNL Financial. Helping to organize the event was alumna Christine Voliva of Burson-Marsteller. A reception was held for informal conversation after the panel discussion. This program was required for Comm 460B students and open to University students interested in journalism and news writing as well as other interested McIntire students and faculty.
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