What is Online PR?David Patrick
At Yes Agency, we treat Online PR as a natural extension of our existing marketing skills – understanding the target audience, creating compelling stories and building lasting relationships with customers. In fact, Online PR simply takes tried and tested principles and executes them in the context of the new tools that the internet offers.
Take any established PR tool and you can probably extend its use online. Of course, there are new tactics that are specific to online but even they tend to have a basis in activity you will be familiar with. You’re probably already aware of the power and importance of Peer Review – a very powerful online tool, vital if you sell off the page. And everyone knows about Search Engine Optimised copy. But do they really have time to concentrate on keeping their content fresh, and accommodating search trends on a regular basis? I suspect not.
Even agencies sometimes struggle to give their own websites the attention they deserve and need. Yes – even us! And sometimes companies develop the most beautiful showcase for their products ever, but no-one gets to see its beauty because they’ve neglected to promote it. And finally, linking strategies, if properly developed, links can really increase the relevance of what you have to say.
All in all, Online PR is neither new, nor rocket science. It is, like all marketing disciplines, a blend of know-how, rigour and a bit of creative sparkle. However, it can be a golden opportunity to boost the impact of your marketing, and clearly, needs to be given the time and resource to create results.