From James Horton comes the proposal that companies should restructure their PR around the web “because that is where all their messages end up”. And this is crucial.

All communications: product catalogues, ecommerce, online services, account management, consumer communications (advertising), corporate communications, internal communications, job advertisements – there is a variable offline element in all of them, but all that information is archived on the web. And that web archive is the predominant public interface for the corporation.

The logic is to create a logic and unity around the web, and restructure the corporation accordingly.