Online Marketing: A User's Manual

Chapter 5

Online PR and Blogger Outreach

INTRODUCTION

Just as traditional PR is focused on creating and maintaining the public image of a company and communicating with the general public, online PR is concerned with doing these things but through the Internet. Broadly defined, online public relations involves everything from blogger and social media outreach to search engine optimization and brand reputation monitoring.

Many traditional PR firms and departments are shifting large parts of their efforts toward online PR, and for the simple reason that the public is online, you need to be involved. Press releases are now old hat.

BLOGGER OUTREACH AS PUBLIC RELATIONS

Blogging is a marketing force that influences public opinion, creates powerful business relationships, and plays an important role in building an online brand. As people spend more and more time online, blogs have taken on a more influential role, and people turn to them for information and opinion. Creating and maintaining relationships with influential bloggers in your field is critical to the success of any online product launch or ongoing outreach.

SOCIAL MEDIA AS PUBLIC RELATIONS

Social media networks allow people to talk with their friends, family and, increasingly, companies and brands. Because social media have created multiple channels where people can speak directly to brands and companies and the conversations ...