Online PR

The goal of online PR is to get the message out to the centers of influence in the online world. Unlike the traditional off-line world, where centers of influence tend to be easily identifiable and centralized, the internet (where everyone is potentially a publisher) is comprised of a vast array of media sites, bloggers, Social Media communities and audiences. It’s a highly fragmented and complex environment with its own set of rules.

Online and traditional PR do have one thing in common - the goal of both is to deliver a message. But their differences are far greater than their similarities. Here are a few of them:

1. Pitching
   Delivering your message on the internet is tricky. For example, proper pitching to a blogger requires exactly the right tone. If your pitch is off to an off-line world print journalist they will just ignore you and that’s the end of it. However, in the online world, if you pitch a blogger improperly you might see your poor pitch documented forever by being included on their blog. The internet has developed a strong culture and it’s critical to respect it. On the internet there *is* such a thing as negative publicity.

2. Longevity of Results
   In the past a press release has had a short-lived impact. A successful release will get published in a number of publications with a short shelf life. Here today - gone tomorrow. However, an online press release can deliver long term results if it’s deployed properly as content. It will be archived by the press release service that distributes it. In addition, you can convert it to HTML, apply search engine optimization techniques and archive it yourself on your website. The permanent content then creates backlinks to your site when crawled by a search engine spider. Also, a mention in a blog can provide long-lived backlinks. And backlinks, particularly from authoritative sources, are perhaps the best way to improve your search engine page rankings. (SERPs)

3. Time to Results
   Results can typically be generated much quicker (at times immediately) with online PR than with off-line - IF the proper tools are used and used properly.

It’s All About Having the Right Touch

Everyone at AudetteMedia is fluent in their understanding of internet culture: we know our way around the world of social media, blogosphere and the culture at large. We manage online PR with the sensitivity, tact and contextual relevance that is required to generate positive public relations in an arena with its own set of ethics, etiquette and standards.

AudetteMedia also has deep experience with the press release component of online PR. Company principal John Audette founded the Internet News Bureau, one of the first online press release distribution services, in 1996. It was eventually sold to internet.com and successfully operates to this day. A well done online press release needs to get the attention of human journalists and order to get picked up. And it needs to get the attention of non-human search engine spiders in order to help establish top search engine rankings - which requires that it is written with an eye to including keywords and keyword phrases. We know what it takes to get the attention of both and our services include the writing and distribution of your releases.

Contact Us

Give us a call: Toll-Free (U.S. & Canada): 866.824.7265 ext 3, International: +1.541.647.1640 ext 3 or use this contact form.