With the release of the government’s Digital Britain report this week, it comes at a timely juncture in the industry of public relations, where new technology tools are increasingly being used for communications campaigns, far more than in past years. While the main highlights of the report address infrastructure needs, improving digital access for all and controversial funding decisions for media resources such as the BBC and Channel 4, the ensuing discussions of the report have put digital on the intellectual radar for all, including those crafting PR strategy in what is more and more a fractured, niche-driven digital media landscape.
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