In the previous two posts, we looked at the push versus pull model of public relations and the presence of gatekeepers to regulate online and print publicity. In this part, I want to examine some of the structural differences between online and traditional PR.
Just as print media consists of various formats such as industry trade publications, business journals and newspapers, online public relations utilizes different vehicles including online press releases, content provision sites, blogs, e-newsletters and social media.
In many cases, structure determines style and vice versa. Content provision sites offer articles for other people on the web looking for materials, and contributed pieces can be used as long as the author’s URL is included.
Online press releases generate automatic pickup depending on the distributor, such as PR Newswire or PRWeb, and the newsworthy nature of the content. Blogs, similar in structure to online diaries, can also provide short informational blurbs about the author’s industry.
Social media sites each have their own culture, and the prudent contributor will “lurk” to observe the interactions before posting anything.
Of course, many newspapers and magazines have started online editions, and the rules for these are similar to the print world except they are not bound by any space considerations.
Developing a familiarity with the online world takes time, but it is time well spent because of the amazing return involved. There are whole new target audiences online unreachable through print media.
