Blazing Netshine on the value network: The processes of Internet public relations management

The Internet is a multi‐channel distributor of data, information and knowledge. Information has value. It is becoming a separate entity to people and artefacts and is taking on the mantle of a commodity. Information affects the value chain and, in the network of networks known as the Internet, information management is an important corporate function. The value of information will decline as the volume of it increases, and it will gain added advantage when endorsed by trusted channels. Without valued information, the value of products is low to non‐existent. Ethics in the provision, management and protection of information is now an important, if not pivotal, management function.