WEB BRIEFINGS: Dotcoms spend 90% of marketing budget on PR

<p>It takes more than advertising to brand a dotcom. That is why Hong </p><p>Kong's Internet companies are spending 90 per cent of their </p><p>communication budget on public relations. </p><p><BR><BR> </p><p>Ms Cynthia Ma, senior associate at Golin Haris, found Hong Kong's </p><p>dotcoms led the world in terms of the percentage use of public relations </p><p>from their marketing budget. </p><p><BR><BR> </p><p>The astounding figure, Ms Ma said, indicated that dotcom executives </p><p>realised the need to educate the public in order to build credibility </p><p>and maintain cost-effectiveness. </p><p><BR><BR> </p>

by | 10/27/2000

It takes more than advertising to brand a dotcom. That is why Hong

Kong's Internet companies are spending 90 per cent of their

communication budget on public relations.

Ms Cynthia Ma, senior associate at Golin Haris, found Hong Kong's

dotcoms led the world in terms of the percentage use of public relations

from their marketing budget.

The astounding figure, Ms Ma said, indicated that dotcom executives

realised the need to educate the public in order to build credibility

and maintain cost-effectiveness.