Today’s people are exposed to a multitude of media and advertising messages. This situation requires from them a better ability to orient themselves and decide what they consider a relevant and reliable information. But they also become more resistant to the media and along with ‘consuming’ the information, they also start to create the content themselves. That is why it is important to have contact not only with the media, but also with the key opinion-makers, both in on-line and off-line environment. Together with the traditional services, SEESAME offers new ways of reaching out to the public and target groups. The phenomenon of the World Wide Web is currently on the rise – especially its blogs, chats, discussion forums, wiki-pages and other means of spontaneous participation of people on the creation of the on-line content. That is one of the reasons why it is reasonable not only to monitor, but also to actively speak to people, who are living in their ‘everyday virtual reality’ already now, and for whom the traditional media represent only a partial source of information.

Activities:

• Guerrilla PR
• Online PR 
• Monitoring of on-line media, blogs and discussion forums
  
• Viral marketing 
• Word-of-mouth