SAN DIEGO: Sony launched a social networking community as part of a larger strategy to build a stronger interactive Web presence.

With environmental issues taking a back seat to financial concerns among consumers, companies in this sector are rethinking their PR plans.

NEW YORK: The agency will focus on broadening the company's message to fit with the current economy, as well as promote its expanded offerings.

NEW YORK: AOL has enlisted DKC to raise brand awareness for its Platform-A digital advertising business, focusing on media outreach to mainstream press outlets and advertising trade media amid a tough ad climate.

In 2007, tech PR embraced social media as a revolution. Through trial and error, the industry seemed more at ease with it. Today, it's rare to find a major company that hasn't used the space in some way.

SAN FRANCISCO: As budgets hang in the balance, some decisions on RFPs appear to be on hold until 2009. The delays come at a time when PR agencies are already bracing for leaner budgets and cutbacks.

MOUNTAIN VIEW, CA: Amid a souring economy, Airfoil PR is growing its tech PR team in Silicon Valley. The agency recently added five people to its account management team, although not at the most senior level posts.

SAN FRANCISCO: A group of social media specialists have formed AdHocnium, an ad-hoc agency that trains PR firms and clients to use new media.

NEW YORK: Weber Shandwick has folded its Screengrab social marketing practice into its global digital practice, as the practice expands to take on more multinational work.

SAN FRANCISCO: WeissComm Group, which includes agency WeissComm Partners, has cut its full-time staff by about 7% in response to funding cuts in the biotech sector.