Chapter 31. Developing New Sources and Techniques

Successful online PR requires adding a few new clubs to your bag. You have to develop new sources in the new media and learn some new techniques for contacting those sources and getting the word out.

Granted, public relations is public relations, no matter which media are involved. But working online means more direct contact with the end consumer, which requires a slightly different approach to the press releases you write—and the materials you make available to your media contacts.

Developing New Online Sources

Let’s start with the new sources you need to develop for your online PR efforts. The Internet has created a large number of new outlets for the dissemination of news and information, ...

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