Links Mabye the thorniest ethical problem in Web publishing are links. "We need some sort of universal designation for links that have been purchased as opposed to links that belong to traditional editorial... There's no other medium - with the possible exception of late-late-night television - where this sort of blurring of advertising and editorial is tolerated.", says Steve Johnson from FEED.

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PR Firms and their Mission Looking at how public relations practitioners advertise their services, they do not primarily seem to be followers of the "social engineering" approach. Burson-Marsteller, the worlds leading PR agency, for example sells itself as a specialist in "... public affairs, government relations, crisis communication, investor relations, environmental issues and marketing communications ... experienced at orchestrating effective campaigns, which motivate the right behaviors.". Porter Novelli, third largest international PR company, somewhat more aggressive promises, that their marketing-based public relations "... penetrate the consumer psyche - where - your target audiences work, learn, play or shop, through everything they read, hear and see.". While Porter Novelli seems to be specialized in psychological warfare, Fleishman-Hillard highlights its know-how and experience in government relations programs. "We have handled some of the nation's most challenging public policy issues, including issues affecting the environment, from clean air to agricultural chemicals; aviation safety; regressive taxes; international trade; and human rights.". To handle those difficult tasks, Fleishman-Hillard maintains "... an effective, professional lobbying team that includes registered lobbyists recruited from the Senate and the House."

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Enigma Device used by the German military command to encode strategic messages before and during World War II. The Enigma code was broken by a British intelligence system known as Ultra.

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Porter Novelli Porter Novelli is the third largest PR firm with 1998 net fees of US$ 183,050,000. The companies focus lies on building brands, enhancing reputation and crisis management. Porter Novelli is specialised in: Food and nutrition, health care, consumer goods, technology, public affairs and social marketing.

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Fleishman-Hillard Fleishman-Hillard, headquartered in St. Louis, Missouri, is the world's fifth largest public relations agency, with offices throughout North America, Europe and Asia, and affiliates in Latin America. Its 1998 net fees accounted for US$ 160,692,000.

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