Online public relations

History.
Online Public Relations (E-PR, Digital PR) refers to the use of the internet to communicate with both potential and current customers in the public realm. It functions as the web relationship influence among the cyber citizens and it aims to make desirable comments about an organization, its products and services, news viewed by its target audiences and lessen its undesirable comments to a large degree. Online public relations shows differences from traditional public relations. One of these is associated with its platforms. Compared with traditional public relations channels (such as TV, radio and printed press), the network systems used for online public relations vary from search to social platforms. In the era of digital marketing, the major online public relations tools for the public relations professionals and marketers such as content marketing, search engine optimization are the results of mixture of digital technologies and public relations. Those approaches have become the mainstream digital marketing machines and learning to take advantage of these marketing tools is an essential part of modern public relations strategies.
Online Public Relations is very similar to traditional Public Relations in the sense that it’s about influencing the public instead than buying placement for brand content. The influence could result in a story in a magazine, newspaper review on google, yelp or blog. It could additionally result in other online pick-up, which include by way of social media influences.
The Goal of Online Public Relations.
The goal is to have a lasting high quality impact on the external image of a company or brand. In addition, some partial goals are defined by:
Social media & Digital PR today.
Public relations both traditional and digital, have always based itself on relationships. In the same way, social media is all about connecting people or connecting companies with its costumers and target demographics. When social media and public relations are merged, it’s easy to start interactions on two-way conversations with your target market, what was a struggle back in the days for the PR department. At the same time, is a very valuable source for feedback and a way of recognizing what’s most important to your audience. On the other hand, through the years, measuring effectiveness of messages or campaigns has been really hard. Nonetheless, now a days with social media, it's easy to see metrics, analyze data, highlight engagements and from there make decisions based on the impacts being made. Finally is a great alliance for brand awareness, the perfect platforms to speak. Tell your message, show the company culture, and sell your vision. It is quite a game changer these days, a costumer will fold towards a company where they can search for reviews, company values and so on, over a product where no information is to be found online.
Tactics.
Buzz marketing means marketers first identify the Alpha consumer in terms of a new idea and technologies and then promote specifically made messages such as a funny video or email with the help of the network of those Alpha consumers. One of the typical examples was that Paper Magazine issued a nearly naked image of Kim Kardashian on their cover, then viewers who saw the photo responded immediately and made it spread quickly. As the whole version had come out, nearly one percent of the entire web activities in the US got involved.
There are relevant worries about some counter-arguments about brands reputation. Marketers are responsible for coping with unfavorable mentions quickly through online reputation management such as Google Alerts to influence people' attitudes toward those negative comments.
"* Display information online"
The internet platforms provide organizations a variety of channels to issue timely news and information. The forms of information can vary from search to social to brand management platforms such as email alerts or news stories. These contents provided by organizations allow media channels to find news sources easily, which can increase the exposure of organizations and then improve public relations.
Link building is used to achieve and create hyperlinks to other third-party website or related site to help netizens to navigate between websites. Building high-quality links can have an effect on search result ranking. Then finding partners websites to link and then increasing more traffic is involved in the daily work of online public relations professionals.