What is it?
|Online public relations extends
traditional public relations. Media relations is probably the most familiar activity to
traditional public relations professionals. One difference that you need to know are the
media themselves. You might not approach the same reporters online. Some traditional media
with online outlets use different reporters and editors for online activities rather than
repackaging news. Online media relations services:
Identify online/traditional media focusing on clients industry, product or service
Develop contacts at online/traditional media
Suggest stories about client to online/traditional media
Follow story trends and pitch stories that feature the client
Distribute and follow-up press releases online/traditionally
Collect client news from online and traditional sources and report to client.
Develop an online news bureau.
It depends on your industry. Most industries use online media relations as a normal component of publicity. Some industries are not well-covered online, and traditional vertical media have not penetrated the online world.
Depending on your industry, you should survey potential online news sources weekly, monthly or quarterly. Do not forget that online bulletin boards, particularly in health and medical, are sources for reporters' stories, so even though a particular publication might not be online, an online newsgroup might still serve as a way to disseminate ideas and story lines.
To get started in online media relations, see Online Marketing/PR research resources.
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