How to make the most of online PR
PR is accepted as an essential business communications tool. Traditional PR was associated with offline activities involving print, radio, television, and events. A definitive shift in media consumption and consumer behavior has necessitated a change to include online PR. Every day, millions of people rely on Google and other search engines for a wide variety of information. People use the Internet to research, read reviews, and share opinions online, so today it is important to take an integrated approach using offline and online PR to deliver impact and influence. Here are some essential considerations for online PR.
1. Understand the main difference between online and offline PR.
Online and offline PR activities are geared towards influencing media, communities, and audiences. In the case of online PR, those targets exist principally on the Internet while offline PR’s focus is on print, radio and TV, conferences and events, and other ‘real life’ venues. Online PR uses channels such as search engines, blogs, news search, forums, discussion threads, social networks, YouTube and other online communication tools. Brand reputation monitoring and management is also a focus area for online PR.
One of the main differences between online and offline PR is in the ways that the product- or service-offering is pitched to potential customers. Previously, a traditional pitch would usually involve researching the publication’s editorial calendar to see if there are any planned story opportunities, before making a pitch specific to the upcoming story. Popular blogs, however, can be as influential as many print publications, but pitching to a blogger requires a different and considered approach.
2. Think and act strategically.
Whether your approach is to be online, offline, or both, your actions need to be part of an overall marketing strategy. Developing relationships with online and offline resources will always remain essential.
3. Get to know the language of online PR.
There’s a new language associated with the world of the Internet and online PR. Blogging, aggregation, search engine optimization (SEO), landing pages, pay-per-click, and aggregate marketing a just a few of the new words, phrases, and concepts that have become part and parcel with online activities. You need to make sure that language does not become a barrier to your entry into the digital world of online PR.
