Online PR 'more than courting bloggers'

Wednesday 12th of March 2008

Developing an efficient and effective online PR strategy is about much more than simply currying the favour of bloggers, one industry commentator has suggested.

Lee Odden, writing for Searchnewz.com, states that internet public relations involves getting "editorial exposure on the web" through bloggers and the likes, but not at the expense of using other networks and platforms for positive coverage.

He suggests that traditional media such as news providers with an online presence can be valuable in cementing a firm's reputation, while social networkers also have the ability to influence opinion.

PR companies using the internet to push forward their clients' brands might be interested to read Mr Odden's opinions on the relationship between internet and external exposure.

"Communication efforts might happen online, but the media exposure outcomes may be in print or the web. The question arises, if the connections are made and maintained online using online PR and social media tools, but the exposure is offline, is it still online PR? I say yes," he remarks.

Meanwhile, digital agency i-level is encouraging companies to sign up to Jam, a service helping firms engage with social networking sites.

Brand Republic reports that the system is designed to help brands initiate dialogue with potential consumers by using such sites as "sounding boards" for new concepts.