In the 21^st century there are very few business functions that have not moved online.  Public Relations is no exception, and the Internet has created a new facet to PR. Online Public Relations is an exciting and challenging arena, and one that should not be entered into unprepared. Let’s take a closer look at Online PR.

What’s the difference between PR and Online PR?

Good question.  First let’s be clear on what PR is. Public Relations (PR) is the function of managing communication between an organization and its audiences. This is a crucial function in order to educate, correct a mistruth, or build or improve an image. The most basic component of Online PR is an optimized press release. Keywords or keyword phrases relevant to the press release contents are used to increase the likelihood the online press release will be found in an Internet search. In addition to traditional media many readers are current and potential clients and customers. Online PR allows you to effective diversify the channels through which you tell your story. If you’re collectively using press releases, contributed articles, blogs (both your own and comments posted on others), you are accelerating the visibility of your message and offer.

Why is Online PR important?

In addition to the end-user being a primary reader of online press releases, Online PR is important because consumers have taken over the marketing functions of businesses of all sizes. How you ask?  By talking about companies and brands through participation in online forums, writing criticisms or praise in blogs, by making videos and posting them on You Tube, etc.  Comprehensive Online PR is crucial to a business in order to engage these “new marketers”, manage public opinion like never before, as well as to create and maintain the all important two-way dialogue. Successful companies have found that a commitment to use integrated campaigns, advertising, event marketing, promotions, direct mail, PR and online advertising to generate awareness creates relevance to their consumers.

A few Online PR building blocks, tools and their results

If your company does not have a website it should. Building links to relevant high ranked web sites is a sure way to increase your exposure to targeted traffic which is likely to answer the call to action on your homepage.  Creating an affiliate program that rewards users to heed your call to action. But remember that an affiliate program can do more than just act as a virtual sales force. In fact they can be used to carry an editorial message to educate a target audience, generate visibility for a product or company, inform, persuade, and even help manage a company’s reputation.

Another simple element to add to your website is a blog which engages your visitors instead of just restating your USP or value proposition. Give your site visitors something useful and they are likely to come back to you when they need your product or service. Get your story written in online publications, popular blogs, wikis and other channels relevant to your products, customers or industries. Engage your customers with targeted email messages, even a newsletter. And don’t forget to consider using widgets, like an RSS feed.

Best in class

Here is a look at 4 award winning online public relations campaigns:

1. Email: Royal Caribbean (travel)
2. Online campaign: Volkswagen’s Oryctolagus cuniculus (automotive)

3. Microsite/Landing page: Siemens (medical)

4. Website consumer flash, Mini Sites, Special Effects, Interactive, Non traditional (Buckets): TIAA CREF (financial services)

Are you struggling with Online PR?  Customaxi can help end your struggle.

Customaxi exists to help you reach your marketing goals. We specialize in integrated marketing communication putting the emphasis on the channel that best serves you and your needs. As an International Interactive Direct Marketing Agency, Customaxi’s success is solely defined by our ability to achieve critical marketing and sales objectives and goals for our clients. It is that simple.

Why not embrace the times and implement effective Online PR campaigns?  Whatever you are doing can be improved as consumers expect and demand to be not only engaged but delighted. You know how good your product or service is, but does your target audience? Online PR can help bridge the gap between moderate and huge success in reaching your goals.