We wrote a press release for a client recently on quite an obscure area of email marketing but it happened to contain some research information which revealed something nobody in email marketing knew about, which was of obvious practical value.
It ran in a couple of well known marketing portals to start with but the ripple effect was quite extraordinary, picked up on so many blogs and related company sites that we literally gave up counting. It was like throwing a heavy stone into a lake and watching the ripples flow out.
The implications for online PR is that story content is progressively king online, especially when you bear in mind that it is very tricky if not impossible to pitch to blogs. Add to that the SEO implications of all those mentions and we should all be looking on our client’s beach for the heaviest stone we can.
You're absolutely right. PR is changing radically and is now part of SEO more than anything. Mainstream PR's still fail to realise the importance of online PR and with their heads in the sand still view printed matter and broadcast as the Holy Grail. Their wrong. As far as ROI goes, good online PR can generate more publicity than you could ever dream of.
ROSS FURLONG
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Member since: 03 Jun 2008
Last login: 09 Oct 2009
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