Web PR - An Ugly Duckling Story?

These days, even people who are finally “getting it” seem to still underestimate the value and use of the Internet as a PR tool. PR is not just about spin - it’s about communicating, and I have found no finer vehicle than the Web to facilitate that process.

Still, though there are many, many online resources for Internet marketing and advertising, there is little to advise us how to maximize our PR efforts on the Web. It’s not that Web PR is a hush-hush topic - it’s just that few people are defining it as such, putting it all together, and harnessing its powerful force.

Let us examine a few examples of this power:

The Web is a two way street. Not only can you actively work it as a means of distributing your information — via online press release distribution services and participation in discussion groups and other online forums — but it’s also 24-hour tool for the media to find out about you.

An online press kit can increase your chances and volume of exposure. Simple things like clean versions of your company logo, pictures of your officers and facilities, and names and numbers of important contact people in your firm can ease a reporter’s efforts. “Enable them to leave you in their deadline-pressed story instead of leaving you out,” Terri Firebaugh, of Firebaugh Communications said to me.

Reinforcing this story is a comment made to me recently by a local off-line business reporter who was funneling me a lead. She said, “I think these guys really need help?plus, I really need for them to have a web site because otherwise it’s too difficult for me to get their information.”

Likewise, overworked magazine editors appreciate e-mail press releases that are well-written and informative. “Most editors dread the PR cold-telephone-call?E-mail is less obtrusive,” says Hilory Wagner of The Web Links Company.

Just as with any other opt-in, however, it’s best to get a reporter’s permission first before emailing them. Even take the time to personalize every single one, suggested Lisa Martin of PR firm, Martin & Company. That way it doesn’t seem like one lump mass mailing.

Editors aren’t the only one looking for good content either. If you can find a content-hungry webmaster, a little pro-bono writing can go a long way in promoting your own web site and building your credibility.

Become a resource of information - both by what you provide on your site as well as how speedily and thoroughly you reply to email requests. You’ll find that people actually come to depend on you for your input and advice. Just make sure to negotiate url links for yourself in everything you do.

It seems to me that the “touchy-feely” nature of the Web is in part what makes it such an incredibly effective tool. As with chat, it’s much easier to convey your sense of self over the Web than with a dry press release or a one-shot five second phone call introduction with an editor. You can establish relationships, conduct “meet and greets,” and pen your way into all sorts of situations.

In soliciting opinions and feedback from peers for this article alone, I received some fabulous and creative ideas, far more than I can share in this short article. The topic alone sparked a whole community of conversation and back-and-forth dialogue.

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