A short briefing based on last week's Econsultancy Online PR roundtable, where key trends, issues, tips and tricks were discussed by attendees. The main subject covered was: "How online PR can be used proactively and reactively by organisations to spread positive messages and counteract negativity." Attendees included: Econsultancy, immediate future, Market Sentinel, Net-A-Porter, Neutralize, NTL, Prudential, Signet and TradeDoubler. *** Note: this is not as in depth as the 2004 Online PR Roundtable Output ***