As corporate PR plunges into digital and social media, does it still need the traditional press?

While budgets in news organisations are tighter than ever, big corporations – especially in finance and law – have the cash to invest in their own rich communications. The websites of  big law firms such as Mishcon de Reya are full of media content; a TV channel and blogs on fashion and lifestyle (Lawfully Chic) and business (Business Shapers) produced by professional writers.

The law firm’s director of business development Elliot Moss presents Jazz Shapers, a weekly radio show on Jazz FM in which he interviews entrepreneurs such as Luke Johnson and Justine Roberts, the founder of Mumsnet. The show, which is paid for by Mishcon and includes a legal interlude with a Mishcon lawyer, has broadened perceptions about the services the law firm offers.

Read the full article by Ian Burrell on the Independent website www.independent.co.uk.