What’s the difference between online and offline PR?
Basically, online PR invlolves activities geared towards influencing media, communities and audiences that exist
solely on the Internet using online channles. That includes 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
Offline PR deals with the same things except with print, radio TV, conferences/events and other “real life” venues.
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.
Are online PR tactics appropriate for any business?
As with all marketing tactics, a company should really consider the overall marketing strategy and choose the
appropriate mix of tactics that will support the execution. Opal Logic Media focuses on SEO, blog marketing and press
release optimization. The mix of those online PR tactics along with integration with offline marketing/PR tactics can be
What is “reputation management” and should companies be using it for their own sites?
Basically, reputation management (online) is the business of monitoring what the marketplace is saying about your brand.
It also means responding to situations before they run out of control. Venues include blogs, discussion threads, forums and
social networking sites. A simplistic forumla is to allocate a proportion of resources to reputation management in relation to
how important your brand is to your overall business.
Monitoring how consumers talk about your brand can provide early warning signs for product or service issues as well as
promotion opportunities that can be leveraged. Companies can start by subscribing to RSS feeds of search results on their
company name from blog and news search engines, set up a Google Alerts account.