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Online PR: An Asset to Your Press Releases


Among the many techniques available to disseminate information on the internet, the online PR (Press Release) remains one of the least known, and maybe the most underestimated. Despite having been around for while, this technique has not been adopted with same conviction as some other online marketing activities (like emailing campaigns). Online PR has many advantages that should allow it to join the ranks of other, more traditional communication strategies.

 This blog post intends to present the advantages of this practice. It will be followed by a second article that will delve deeper into the operational aspects of online PR campaigns. 

The Principal of Online PR 

One must send the press release to PR portals (a.k.a. PR hubs, PR channels), agencies that will broadcast information throughout their network of contacts via the internet. We know of about fifty reputable PR portals, from the local and free portal that displays information on its home page, to the paid portal that will reach thousands around the world. 

The Objectives 

There are multiple objectives to online PR: 

• Quickly and efficiently spread information totraditional media outlets, as well as certain opinion leaders on the web. 

• Increase visibility and notoriety with the publis through various publications 

• Increase visibility in search engines 

• Acquire qualified traffic 

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Quick Implementation 

Considering the speed at which information spreads, it is critical for an enterprise to be able to guarantee quick and efficient communication with its audience. In the context of an online PR operation, a press release can be sent almost instantly, with some PR portals offering translations within 24 to 48 hours.

 Targeting Qualified Audiences 

Since the beginning of online PR solutions, portals have expanded in terms of targeting and traffic acquisition to meet entreprises’ growing needs and demands. Hence, it is now possible to access distribution lists by market and by business sector, especially for the more experienced market on the internet. With the apparition of these targeting options, online PR can fulfill the specifics of the luxury industry, which is without a doubt the most demanding in terms of qualified audiences. 

Online PR as a link between online /offline communications 

The nature of online PR aims to broaden press relations to the online domain, and as such to reach the online publications of traditional media. Its impact does not end there, however. It also allows one to target leaders of opinion: bloggers. Thus, online PR allows for a larger radius, beyond the traditional public relations sphere. It is also one of the rare tools to establish dialog on social networks. 

The role of e-marketing agencies 

Like e-advertising campaigns, online PR requires a specific know-how. Though anyone can contact a PR portal to send a press release, but its success however depends on several factors: 

• Defined Target (markets, industry sectors, PR portals)

 • Editorial (optimize the impact on the intended audience) 

• Search Engine Optimization (content structure, use of keywords, creating links) 

In the next article on this topic, we will outline some best practices as well as give recommendations on optimizing your online press releases.

By IC-Agency | October 20, 2009 |

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