INSIDE THIS DOUBLE EDITION:

Death of the traditional media release?
What’s hot in PR in 2007? According to critics and industry bodies, it’s 'goodbye' media release and 'hello' Social Media Press Release.

Grow up! Why the advertising and PR relationship should mature
Advertising is a changing tool. Audiences are growing in sophistication – people are more skeptical of corporate information presented to them and are much more aware of the smoke and mirrors that have been used by advertisers in the past. So how can PR help?

The 2007 marketer's forecast: Get comfy!
The year of 2006 was all about lifestyle, but with the axing of popular DIY shows such as Jamie Durie’s Backyard Blitz and reduced interest in actually 'doing it yourself' (and then getting a professional in to fix it anyway)…what will 2007 bring?

Get a new life: Are your customers living a 'virtual' life you never knew about?
Virtual reality. Words once only used by hyper-geeks and cyber-nerds have found their way into the vocabulary of the world’s most powerful corporations and have a profound affect on public relations.

Top PR disasters of 2006
Cringe, shake your head in disbelief and laugh out loud at the greatest PR disasters of 2006.