Chapter 30. Understanding Online PR
Public relations has always been an interesting component of the marketing mix. It’s not like advertising because you don’t pay for placement. And it’s not like direct mail because you can’t directly track results. What you have is a marketing method that can’t guarantee placement and doesn’t produce measureable results. Marvelous!
That all changes on the Internet, however. Not the bit about guaranteeing placement; you still have to influence other media to take up your story. But public relations activities on the Web can be tracked, and you can measure direct results—the number of sales that come from a given PR effort.
In addition, there’s a lot more you can do online with your public relations efforts. ...