With ad avoidance at an all time high and concepts such as podcasting always in the news, brands need to seek new ways to engage the consumer and PR has an opportunity to be at the heart of it. But does listening to the radio over the internet, streaming video footage from your favourite website, watching brand funded TV programmes via broadband, or viewing mobisodes on your 3G handsets all mean new technology for technology's sake? Convergence is already here but are we using it to our advantage?

The workshop offers an overview of what convergence means and how it is affecting consumer habits. It also contains practical examples of ways in which convergence can be used by PRO's. It is assumed that attendees will already have an understanding of mainstream broadcast opportunities and techniques.