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Marriage of Online and Offline PR

Author // Administration
Posted in // PR

Online PR involves activities geared towards influencing media, communities and audiences that exist solely on the Internet using online channels. That includes PR distribution sites, search engines, blogs, news search, forums, discussion threads, social networks and other online communication tools. Brand reputation monitoring and management is also a focus area for online PR.

Offline PR focuses on the same things except with print, radio, TV, conferences/events and other traditional forms of communication. One difference between online and offline PR is in pitching. For example, before pitching a print journalist, the publication’s editorial calendar is researched to see if there are any planned story opportunities. The subsequent pitch is specific to the upcoming story.

The good thing about online PR is that popular blogs can be just as influential as many print publications, but pitching a blogger requires a different approach. There is no editorial calendar for blogs so it is important to read previous posts and become very familiar with the subject matter covered. When pitching a blogger it is better not to include the press release in the pitch, since most bloggers don’t write stories based on press releases, they point links to a release and write their own commentary.

As with all marketing tactics, a company should really consider the overall marketing strategy and choose an optimal mix of tactics that will support business objectives. The right mix of online PR tactics along with integration with offline marketing/PR tactics can be very powerful. For example, if a company distributes news about their brand via online newswires, their blog and online press room, and then gets mentioned in a major print publication, these efforts begin to work synergistically and creates awareness about the company that caters to multiple readerships. A strategy like this works to reach a broader audience.

Whenever a company gets online media coverage, they should be sure to use social bookmark services such as and to archive them. Having a It’s also a good idea to use a company blog is a great way to reach out to other blogs in the same space to encourage coverage of company news.

PRWeb has a great mix of tools for distributing press releases as well as hosting high resolution images, permanent redirects for URLs and a podcast feature for certain levels of press releases. PRWeb also offers a trackback url on press releases so blogs are encouraged to link to them. Doing so creates an automatic link back to the blog. Other wire services we use include: PR Newswire, Business Wire and

Like SEO, online PR requires a mix (although in a different order of priority) of social, creative, persuasive and technical skills. Developing relationships with online publication editors and bloggers is also particularly useful.

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