Easy Public Relations with Online Tools

Shoestring-budget heroes, rejoice. The Internet offers many inexpensive opportunities to deliver better public relations results in our broadband-driven universe. No doubt, emerging concepts such as corporate blogging, podcasting or immersive web content (like "advergames") can produce their fair share of angst. But let's not forget to explore simple web-based tools available to large and small organizations alike.

Heule, Nandy. Communication World Bulletin (2006). Articles>Business Communication>Public Relations>Online

Evaluating Your Online Reputation

One of the primary concerns of public relations practitioners is reputation management. Traditionally, PR professionals measured the perception of their brand, products or services through media coverage; whatever was written or broadcast about a company was viewed as indicative of public opinion. The Internet has vastly changed the dynamics of how communicators assess and evaluate public opinion.

Murphy, Allison and Howard Kaushansky. Communication World Bulletin (2008). Articles>Business Communication>Public Relations>Online

The Growing Power of Internet-Driven Public Relations

Many people don't realize the extent to which public relations has increased its influence since the growth of the Internet. This influence continues to grow as does the popularity and utility of the Internet itself. Literally millions of new web sites are added every month, and they represent the most extraordinary way to target your audience. Today's journalists, radio and television news producers and editors all prefer to receive news via e-mail and to instantly access web sites to secure the facts.

Caruba, Alan. Communication World Bulletin (2003). Articles>Business Communication>Public Relations>Online

Internet Public Relations and Messaging Can Drive Visibility and Sales

Today it’s harder than ever for companies to get above the noise and get their messages heard. Many consumers are so overwhelmed with advertisements about new products and marginally improved releases that they automatically tune out anything that sounds promotional. While it may seem like there’s no time to learn new tools and technologies, there are many sites that offer useful guides, quick tips and case studies on how to achieve measurable results.

Woods McNamara, Julie. Communication World Bulletin (2003). Articles>Business Communication>Public Relations>Online

Shaping Reputations Online

We are living in a new media world where public conversations bring together people from all over the globe. Thanks to the Internet, individuals from every continent are able to create a buzz that can introduce new heroes or ruin an organization’s reputation in minutes.

Gallardo, Luis. Communication World Bulletin (2008). Articles>Business Communication>Public Relations>Online

This Is NOT Your Father's Online Newsroom

When companies first put their corporate and marketing information on the web in the mid to late '90s, it was mostly static content that was painful for journalists to use (horrible navigation, tough to download text and little or no images available). It's lucky for the corporate world that it took time for journalists to warm up to the web. Since we all know how gifted the PR community is in math, science and computers, it was no surprise that the company’s online publicity destiny was left in the hands of its IT staff—which was about as familiar with PR as PR is with the latest software patches that somehow magically appear on our desktops. You need a more effective news and information web site, but what will it include and how will you show the ROI to secure the necessary investment?

Clarke, David. Communication World Bulletin (2004). Articles>Business Communication>Public Relations>Online

Your Seven-Step Online Reputation Crisis Plan

When you first discover an attack on your online reputation, it can be an unnerving event. If you’ve previously been oblivious to the online discussions about your brand, it can feel like a kick to the ribs to see someone wage an attack on your good name. When it happens, it’s important not to hit the panic button. If great companies such as Target and JetBlue can come under fire, then it can happen to anyone.

Beal, Andy. Communication World Bulletin (2008). Articles>Business Communication>Public Relations>Online