Many companies narrowly define PR activities online solely as blogger relations when in reality,online public relations is so much more. To me, internet based public and media relations encompasses gaining editorial exposure on the web with sites like blogs of course, but it also leverages web based technologies, networks and platforms for developing and maintaining more efficient communication with the media. And by “media” I mean traditional media with an online presence as well as other influencers – be they bloggers, power social news users or social networkers.
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.
Earning editorial visibility on the web as a function of public and online media relations efforts is entirely congruent with the idea of optimizing content for better web visibility. For the most part, you can’t “manufacture” editorial based visibility and the commensurate traffic. You earn it.
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