Product category:
Public relations
News Release from: Trimedia
Edited by the Marketingservicestalk Editorial
Team on 23 January 2008
Trimedia to help launch Newsflash CodeX
service
Ether-ray, the creator of Newsflash, the highly acclaimed media management suite for PR and communications professionals in the UK, has appointed Trimedia to launch its Newsflash CodeX service.
Ether-ray is launching Newsflash CodeX as a database that the users themselves help to populate, thus enabling the creation of a Web 2.0 solution for the PR and media professions Newsflash CodeX will be a free service to existing Newsflash users and those wishing to contribute to it
Creating a neutral environment between the PR and journalist community is at the centre of Ether-ray's philosophy and drive for 2008.
Trimedia has been tasked with positioning Ether-ray and Newsflash CodeX as a catalyst of change in the PR industry and sparking a grass roots movement for new understanding and behaviour by UK PR and media professionals.
Trimedia has been awarded a four-month contract to implement the project, beating competition from three other consultancies.
Raul Gonzalez, CEO of Ether-ray, said: "Many PR practitioners still seek to present themselves and their trade as a black art ".The 'I think/I feel' approach can be very detrimental to the credibility of PR and the time has come for PR professionals to pull together, create an information-sharing community and start competing on value-driven ideas that will truly make a difference instead of the basic building blocks of media contact lists.
"We believe that Web 2.0 and crowd sourcing will provide the solution in the area of data gathering, because no-one can beat the wisdom of crowds and the combined muscle of many ".As an ambitious company on the bleeding edge of technology and change behaviour we were looking for a similarly forward-thinking partner and have found that in Trimedia".
Elizabeth Dolcourt, Trimedia's Director of Technology, said: "Public relations is a fast-paced industry, one that has always required mental agility, the cultivation of valuable relationships and visionary thinking.
"Collaborative tools already exist today for PR professionals to start building a true industry-wide community, from which they can set their own terms and conditions ".It has never been easier to use Web 2.0 technologies to gather knowledge, share information and build relationships.
"However, for the industry to truly be empowered and evolve to the next rung in the ladder, PR professionals must undergo a radical mind-shift and start changing their own behaviour to become more collaborative; we are very much looking forward to working in partnership with Ether-ray to initiate this step-change in the industry".
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