Online PR Tips

Posted by Sally Falkow On 1 November 2009 5 Commented

There have been some remarkable changes in the media landscape over the past few years.  These changes have affected the way people connect with one another, how they communicate with each other and how they find information and news.

The practice of Public Relations is about reaching out to stakeholders and building relationships.  It’s about communication and consumption of information and news. For the last 100 years we’ve been using mass media, but we’re rapidly learning that online media is our future.

Online PR Tips

1.  Why Online PR is important

Growth of online news

Growht of online news

In the Summer of 2005 research shows that a significant 21 percent of Web users who read newspapers had transferred their readership primarily to the online version.  By 2008 that number had jumped to 40 percent.

The  sudden jump in online  news and the slide in newspaper readership became apparent in 2008 and we saw the first papers close down.  In 2009 this trend accelerated.  By April 2009 newspaper readership was down again and by October it had slipped yet another 11 percent.

By contrast the online news sites are seeing excellent growth in the number of visitors.

The top 10 sites as of December 2013 are:

  1. Yahoo News: 50 million
  2. CNN: 41 million
  3. Huffington Post: 32 million
  4. NBC News : 30 million
  5. HPMG (previously AOL): 26 million
  6. New York Times : 23 million
  7. Fox Digital : 22 million
  8. USAToday : 19.5 million
  9. Tribune Newspapers : 17 million
  10. Washington Post : 15 million


It will be very interesting to see this graph redrawn in 2014 and see how close the online news line comes to TV news.  But there is no doubt that the future of PR is closely tied to online PR and media relations.

2.   Pitching in Online PR – Journalists

The relationship between PR people and journalists is well established.  Pitching stories to journalists is a part of our job.  And as long as online magazines and newspaper websites operate on the mass media model, that relationship will remain the same. However the job of the online journalist has changed.  He or she is now expected to have digital skills.  Editors demand images, video and audio with every story.  So when you pitch an online outlet bear in mind that you need to offer them these digital elements.

A press release written in the old inverted triangle format in text only is no longer enough.  All news content needs to be search optimized and have multimedia elements presented in the social media format.

As the job of the journalist changes, so does your PR job change.

Full Report: New Media Releases

3.  Working with Bloggers

Although many journalists are also bloggers, most of the bloggers out there are not employed by a newspaper, magazine ot TV channel.  They are not being paid to write their blog, it’s either a labor of love or it’s their own business.

So they are not part of the mainstream media and they are not used to dealing with PR people.  It is changing slowly, but be aware that the relationship with a blogger is very different from the one with a journalist.  In fact, earlier this year some mommy bloggers got so annoyed up with PR pitches that called for a PR moratorium in blogs for a week.

Bloggers have become very influential. The2009 Technorati State of the Blogosphere shows that business is one of the areas most influenced by blogging.


Reaching out to the right bloggers for your business should be an integral part of your media relations work.  But they won’t use your news just because you send them a press release.  They are looking for great content that will add value to their blog.  The ‘pet peeve’ of journalists is that PR folk pitch indiscriminately – we don’t do our homework.   Doing your homework with bloggers is the make/break issue.

Read their blogs. Watch their videos. Read the comments and get a feel for their readers’ views.  Comment on their blog posts, when appropriate.   Read their blogroll.  See if they are on Twitter and follow them there.  See who else follows them.  Start a conversation and reach out to them – without a pitch.   Then figure out what kind of content would be applicable – what would really get their interest.   Create a great piece of content and then contact them.

Creating a relationship first is always the best way to work with bloggers.  It is the only way to work with someone who has influence and a large following.

However, it is possible to send a cold email pitch to the long tail bloggers, as long as it is well prepared and relevant.

In 2004 Chris Anderson wrote an influential book called The Long Tail.  The idea is that there is more business to be had if you go to the “long tail” where there are more people with a wide rage of tastes.  So you will find fewer influential bloggers with a large following, but there are hundreds of thousands of bloggers you can reach out to with smaller blogs.

Create a great social media news release with many digital elements, so that each blogger can craft an individual blog post out of what you  have prepared.   Make it easy for the blogger to take and use the content.  Add embed code to all images and video.  A good example of this is the Fresh Air  Fund’s drive to find host families for kids over the summer.  They got hundreds of blog posts out of this release.

Full report:  Media Relations in the Internet Age.

4.   Online PR Skills

PR practitioners have to learn some new skills to excel at online PR.  Technology is changing the media world and we have to learn these new skills.

SEO – search engine optimization. If you want to compete in the online PR world you have to know how to make your news content search-friendly.  Even mainstream media news outlet like The New York Times now optimize their content for search.  Your news content on your site has to be easy to find and easy for journalists to use.  98% of journalist start a story by doing a search on the topic. Will your news content show up?

Full Report:  Search – a Modern PR Skill

Social Media.  Bloggers and journalists are increasingly using social media tools to help them find news sources and content.  All news content must be available in feeds (RSS).  Have a presence on Facebook and Twitter.  Follow the journalists and bloggers you want to build relationships with. Be strategic – learn how to do a social media strategy that integrates with your PR plan.

Video. Video News Release have long been a staple of the PR toolbox.  Online video is growing rapidly and this is a very useful tool PR people can use to reach their audience.  Online videos are much easier to produce than VNR’s – and they cost much less too.

Interactive video is a new technology that allows you to add assets to the video, so that if only the video is republished your other content can travel along with it.  Also you can get measurement/analytics of where the video went and how many times it was viewed.

Online Reputation Management.  One of the core functions of PR is to enhance and protect the reputation of the company.  There have already been many examples of online reputation problems – Dell Hell,  AOL customer service, Comcast service, Kryptonite locks to name just a few. Negative content online can rise to page one in the search engines very fast – and unless it is proactively dealt with it will remain there for years.  Understanding how to deal with online content and search is a vitalonline PR skill.

Full Report: Online Reputation Management

The new world of Online PR can appear to be overwhelming, but don’t throw the baby out with the bath water.  All the basics of PR still apply.  You’re working in a new medium, to be sure, and that medium demands understanding of new technologies.   But everything you learned in PR 101 has to be applied too.

Online PR is about good communication.  It’s about listening.  It’s about relationships.  It’s about providing really good news content ot the right person at the right time.   It’s about transparency and honesty.

And PR should always be about those things -  online or off.

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5 Responses to “Online PR Tips”

  1. [...] This post was mentioned on Twitter by Sally Falkow, Sally Falkow. Sally Falkow said: Online PR Tips. A new article on Proactive Report. [...]

  2. I admire what you have done here. I like the part where you say you are doing this to give back but I would assume by all the comments that this is working for you as well.

  3. Have you ever considered adding more videos to your blog posts to keep the readers more entertained? I mean I just read through the entire article of yours and it was quite good but since I’m more of a visual learner,I found that to be more helpful well let me know how it turns out!

  4. Darmowe fora says:

    Terrific blog post, I have book marked this webpage so hopefully I’ll see more on this subject in the foreseeable future!

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