Online Buzz: How online fits into the PR model
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There's no denying the internet has become a powerful business tool. It has the
ability to reach customers, influence opinion, sell products and reinforce
corporate branding messages. It also has a speed advantage over many traditional
communication channels.
Although running and promoting a website can be a mind-boggling task at the best
of times, from deciding what information to put on the website to trying to
understand the web developer's language with the plethora of terminology like
SEO,
SEM,
RSS and Web 2.0.
Public relations, the management discipline of communication, applies equally to
print, radio, television media as it does to online although many PR
practitioners are struggling to integrate online into the PR mix.
At DRPR we see the internet and online communities as a great opportunity to
reach more audiences in a targeted and personal way.
PR principals can be applied to enhancing company websites by making the wording
more appealing to readers and search engines alike. PR can also play a role in
developing communication strategies for social media mediums like
Facebook,
MySpace and
Twitter, providing content for
e-newsletters, utilising blogs and video content and monitoring forums.
Technology and user behaviour changes so rapidly that the possibilities are
changing and evolving constantly.
Like all public relations activities the key is integration. The approach must
be integrated, must fit the campaign objectives and must communicate the key
messages of the organisation.
For more information on
online PR email us at
greatpr@drpr.com.au or call us on 02
9413 4244.
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