Online PR: Old wine in new bottles
Online PR: Old wine in new bottles
The practice of public relations has always been about one thing: communicate a message persuasively to achieve a desired result. New techniques and media have come and gone, but the principles have remained the same. Simple, open and timely communication of a message designed to enhance and ensure the success of an organization.
So what does all that goblty-gook mean? Simple: people value many of the same qualities in an organization as they do in a person. Have you ever heard of someone being condemned for being a straight-talking, honest, stand-up guy? No, I didn’t think so. Those are qualities we value in people, so why not organizations?
The channels of this communication have traditionally flowed down two different streams. The first is the use of self-generated media such as advertising or “public information”. You create the message and put it before your public using a variety of media ranging from print to television and everything in between.
The second traditional method is to engage the news media in some way to get them to put your message out there for you. While often better received and considered more trustworthy than ads and the like, engaging the media also involves a certain loss of control. The media don’t always understand (or even care about!) your message, nor do they always spin it the way you’d like.
Old Wine in New Bottles
Enter the new kid on the block. Though the internet has actually been around since the 70s, its widespread use has really only been in the past 10 years. When you think of that, it’s hard to fathom just what an impact it has had on our world in such a short time.
The internet’s impact on public relations is no exception. Without question the internet is the most versatile PR medium ever devised. This one channel can carry virtually all forms of communication, from text to multi-media. Corporate directories, resource materials, employee handbooks, sales and marketing information, company and product news: the possibilities are endless.
As if that weren’t good enough, the internet also has an amazing ability to act as two-way communication. By definition, a conversation is a dialog, not a monolog. How about video-conferencing or discussion groups? And don’t forget suggestion boxes, online surveys and blogs. You can find out the needs, wants and opinions of your public like never before. Careful consideration of this information allows you to be more pro-active than reactive, and that is the best form of PR possible.
Reach your public down the street or on the other side of the world. All sorts and sizes of organizations can now have a powerful and global reach. Using the web is both cost-effective and highly flexible. Unlike traditional PR methods, organizations can change or enhance their message quickly and cheaply.
Online PR and Search Marketing:
A Match Made in Heaven
But, (and there’s always a but) there’s one hitch in this beautiful scenario. Online PR and search marketing are inextricably linked – you can’t reach your public if they can’t find you. You can have the best, most profound message in the world, but if no one sees it, it’s not much good.
For online PR to be effective, you need to drive people to your website. And to do that you need a solid strategy of natural and paid search methods. Attracting visitors to your site means ranking high on the search engines (like Google and Yahoo) for the sorts of terms relevant to your organization. Building powerful and effective websites that are search-friendly and loaded with relevant content is the key.
The internet is here to stay, so organizations need to learn to deal with it. Rather than shy away from it due to fear or ignorance, embrace it. Use it to your advantage. It’s a fantastic tool: powerful, cost-effective, flexible, versatile… what more do you need?
Online PR Old wine in new bottles - To learn more about this author, visit Peter Sickles's Website.
Like this article? Share it with your friends
The Message and the Medium
The practice of public relations has always been about one thing: communicate a message persuasively to achieve a desired result. New techniques and media have come and gone, but the principles have remained the same. Simple, open and timely communication of a message designed to enhance and ensure the success of an organization.
So what does all that goblty-gook mean? Simple: people value many of the same qualities in an organization as they do in a person. Have you ever heard of someone being condemned for being a straight-talking, honest, stand-up guy? No, I didn’t think so. Those are qualities we value in people, so why not organizations?
The channels of this communication have traditionally flowed down two different streams. The first is the use of self-generated media such as advertising or “public information”. You create the message and put it before your public using a variety of media ranging from print to television and everything in between.
The second traditional method is to engage the news media in some way to get them to put your message out there for you. While often better received and considered more trustworthy than ads and the like, engaging the media also involves a certain loss of control. The media don’t always understand (or even care about!) your message, nor do they always spin it the way you’d like.
Old Wine in New Bottles
Enter the new kid on the block. Though the internet has actually been around since the 70s, its widespread use has really only been in the past 10 years. When you think of that, it’s hard to fathom just what an impact it has had on our world in such a short time.
The internet’s impact on public relations is no exception. Without question the internet is the most versatile PR medium ever devised. This one channel can carry virtually all forms of communication, from text to multi-media. Corporate directories, resource materials, employee handbooks, sales and marketing information, company and product news: the possibilities are endless.
As if that weren’t good enough, the internet also has an amazing ability to act as two-way communication. By definition, a conversation is a dialog, not a monolog. How about video-conferencing or discussion groups? And don’t forget suggestion boxes, online surveys and blogs. You can find out the needs, wants and opinions of your public like never before. Careful consideration of this information allows you to be more pro-active than reactive, and that is the best form of PR possible.
Reach your public down the street or on the other side of the world. All sorts and sizes of organizations can now have a powerful and global reach. Using the web is both cost-effective and highly flexible. Unlike traditional PR methods, organizations can change or enhance their message quickly and cheaply.
Online PR and Search Marketing:
A Match Made in Heaven
But, (and there’s always a but) there’s one hitch in this beautiful scenario. Online PR and search marketing are inextricably linked – you can’t reach your public if they can’t find you. You can have the best, most profound message in the world, but if no one sees it, it’s not much good.
For online PR to be effective, you need to drive people to your website. And to do that you need a solid strategy of natural and paid search methods. Attracting visitors to your site means ranking high on the search engines (like Google and Yahoo) for the sorts of terms relevant to your organization. Building powerful and effective websites that are search-friendly and loaded with relevant content is the key.
The internet is here to stay, so organizations need to learn to deal with it. Rather than shy away from it due to fear or ignorance, embrace it. Use it to your advantage. It’s a fantastic tool: powerful, cost-effective, flexible, versatile… what more do you need?
Online PR Old wine in new bottles - To learn more about this author, visit Peter Sickles's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
|||
Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
|||
|
For an online Car Loan Calculator and finance for a cheap car loan. Get approved on car loans or car finance in Australia with cheap bank car loans and finding a car finance broker. Commercial car loans including business car finance and car lease. Car Loan Calculator has information on finance companies and getting the right cheap car loan from banks at best car loan rates and a online car loan calculator for all finance in Australia. Get the best car finance with our help at Car Loan Calculator and Finance Ezi. - Visit Richard Jefferies's Website |
|||
Stephanie RobeyStephanie Robey is President and CoFounder of Pivot Positive, LLC - an Internet marketing business focused on helping people start work at home ventures. Previously, she was employed at The Search Agency with over 20 years experience in graphic design and 10 years experience in online marketing. She was responsible for launching the Conversion Path Optimization (CPO) unit where she and her team have conducted hundreds of optimization tests for online companies across multiple verticals. She is a successful entrepreneur having started and sold 2 companies and remains on the board of directors of the third, PhotoSpin.com Stephanie began her career in the direct marketing realm creating and producing direct mail for many of the major cable television companies and directly attributes her understanding of Internet marketing to those early offline experiences. Stephanie is a graduate of San Diego State University with a BFA in Graphic Arts and also holds an Executive MBA from the Graziadio School of Business and Management at Pepperdine University. Read Steph's Blog Meet Steph and Dave Sign up for our Free 7-Day BootCamp: Self Employed & Rich - Visit Stephanie Robey's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
Jay Kubassek(Jay's Full Bio: EvanCarmichael.com/jaykubassek) In five years, Canadian-born entrepreneur Jay Kubassek went from selling mufflers at a Midas franchise to revolutionizing Internet marketing with the 2004 launch of CarbonCopyPRO, a online marketing education company, now worth over $20 million with customers in over 160 countries.
As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Peter's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
|
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Increase Performance Leadership Free Marketing Plan Template Canadian Leadership Conversations of Leadership Internet Marketing Secrets |
|
 | ||
 |
Top Social Business Blogs
Top Social Entrepreneur Blogs | |
 |
More PR Resources
Press Release Builder | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
|||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||