Dear Reader,

How online fits into the PR model

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.

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 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.

Networking tips leads the popularity

Business networking is not new, but what's changed is that it's no longer seen as just a free lunch. Attendees are looking to get the most out of their networking, which explains why our blog post 9 tips to make your networking efforts work for your business was easily our most popular in the past month.

Social media continues to be a popular subject with Kim's post, Social media highlights from the CEO Institute coming in second. Kim was the guest speaker at a CEO Institute meeting and was so well received she's now been asked to speak at two more CEO Institute meetings.

Coming in third is a blog post written by our intern Sam who reflected on the changes to media in the past ten years since the 9/11 attacks in the US. Looking back on today concluded that with the use of social media and its high level of interactivity we would have seen that fateful day very differently.

Here's 'Cheers' for referrals

At DRPR we love referrals. We've done our analysis of new business leads and not surprisingly we found that referrals are by far the most powerful new business leads we ever receive.

So, to keep the referrals flowing we're launched the 'Cheers Referral Program' and it's pretty simple. We'll give a bottle of champagne to anyone who provides us with a referral to a potential client that results in a NB briefing meeting.

The sort of clients we love working for are growing businesses that have a great story to tell the world. It might be a new product or service or even an existing one that stands out from the crowd.

So if you've got a referral, drop us a line at We'd be happy to reciprocate as well.

Copyright © 2011 Dennis Rutzou Public Relations. All Rights Reserved.

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