Types of online PR
The most common form of PR, whether it’s online or offline, is the press release. This document is submitted to various media outlets with the purpose of providing information to a large customer base. It’s also an effective way to make an official statement or to make an exciting announcement. Press releases can be submitted to television and traditional print industries, like newspapers and magazines, but they can also be submitted to online publications.
As is the case with offline PR, there are many other tactics that can be used online by PR departments besides press releases. Additional types of online PR include:
- Publishing articles on the company blog to get backlinks
- Writing a guest article for another blog
- Working with social media influencers to promote a product or service
- Starting affiliate programs to pay commission to bloggers for talking about a product
- Sharing visual content, like infographics
- Sending out regular email newsletters.
There are less noticeable forms of PR that can have a big effect on the public opinion of a brand or product. For example, sites with high Google rankings are considered more relevant and important than lower ranked content. That means the business or company that published that content is also held in higher regard than companies with content that doesn’t appear on the first page of Google’s search results page.
Why online PR is important
Online PR is all about influencing people in a positive way. The more positive people feel about a product or service, the more likely they are to use it and recommend it to their friends and family.
A successful online PR campaign can change the way the public views a brand, and it can increase exposure. The more trustworthy the brand, the more leads can be generated, which results in increased sales.
Positive exposure can also create additional PR opportunities. For example, the more people who share information about a business online, the more people will visit the website, increasing leads and sales. Many PR activities can improve SEO and rankings on search engines, which further increases leads and sales.
Online PR tips
Technology can make online PR easier. For example, PRWeb can make distributing press releases easier, while Mailchimp is a popular way to organize email lists and send newsletters to subscribers.
It’s also helpful for PR teams to establish regular contacts with other businesses and news outlets online. Having positive relationships with editors and bloggers can ensure the company’s content gets published and seen in a timely manner.
Reputation management is an important form of PR. It includes monitoring what others are saying about the brand and responding to situations before they get out of control. Outsourcing public relations can make online PR outreach easier, but a dedicated team can also ensure the reputation of the company isn’t tarnished online.