Companies need both marketing and public relations, Part II

If “PR seeks to build credible third party support for (a) company’s products/services,” as defined in the previous post, how does the Internet play into this equation?

Why you need online PR

Before the Internet, establishing third party support for PR initiatives required facet-to-face and paper-based written communication. But PR specialists were among the first to understand and utilize the power of social media. Soon the Internet became indispensable to building and maintaining a company’s desired public image.

A PR organization can’t project a desired public image for its clients without engaging the online community. Of course, with the ability to reach potentially millions of people instantaneously in two-way communication, comes the continual responsibility to respond immediately when a client’s goods or services are questioned online.

Internet-based PR advantages include–

  • The Internet is not limited by constraints of space or time and so your information is available 24/7.
  • Internet PR is low cost and easy to implement. Websites, online newsletters, bulletin boards, and other forms of online communication can be updated instantaneously.
  • A coordinated, interactive (PR-client) online strategy increases your SEO, deepens relationships with your stakeholders, and establishes your brand.
Be aware that–
  • Your prospective clients, potential business collaborators and employees all check you out online. Journalists, in particular, critically evaluate the information they find about you online before speaking with you.
  • Potential clients/customers decide whether they want to do business with you based on their impressions of your online brand.

PR needs the internet for–

PR professionals need the Internet to do a wide range of research. They need to keep tabs on social media communication (which functions as kind of online focus group), including Internet forums, blogs, and newsletters. In addition, universities, governmental agencies, and professional associations are sources of in-depth subject matter information.

Posting Blogs, Newsletters, and Distributing Online Reports and Newsletters
Posting blogs, distributing online newsletters, and putting annual reports, quarterly financial reports and press release archives online for shareholders, employees and management saves time and money.
Distributing Information Internally
Bolstering internal communications via online employee newsletters and bulletin boards keeps your staff up to date on constantly changing information.

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