He claims that the low barrier to entry and the fact that a lot of PR executives are poorly trained and have an inflated view of the importance of what they do is causing more harm than good.

This is no more evident than in the technology marketplace where technology and consumer electronics companies, are cutting back on marketing spend while trying to crank up their PR exposure which they view as a "free ride" during the economic downturn.

In Australia, we have more vertical technology publications and web sites than we have for most other lifestyle subjects. On top of this mass market newspapers and magazines are covering the round because information of technology driven products and services is in demand.

However the technology round is a difficult gig for a lot of public relations companies and because technology is so diverse, a lot of PR simply don't get it. Most PR practitioners fail to understand the difference between information for sellers in the technology channel and information for buyers.

Last week for example, I had a PR executive contact me after sending me an emailed press release. They wanted to know whether I intended to use the story in SmartHouse. The only problem was that the story was about a high end software application that is traditionally purchased by large enterprise companies.

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