Holtz also notes that while public relations activities are increasing on the Internet, and will continue to do so, PR people have been some of the slowest to adopt the new technology. However, as more and more media people and PR people gain confidence, the Internet will become a major source of public relations activities.

Other methods of distributing information include photo kits, bylined articles (signed by the firm), speeches, and trade shows. Of course, the specific mode of distribution is determined by the nature of the story and the interest of the media and its publics.

Exhibit 17-11 Olympus capitalizes on positive publicity in its advertising

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