Three Reasons you Should Avoid Online Public Relations

The heavy influence of the Internet has changed the way public relations professionals conduct business. Now, blogging is just as important as press releases and getting print online can even be more impressive that print in a traditional publication. And, many people have even begun utilizing online press release distribution sites to further increase exposure for their clients. However, for those that are still resisting the online influence, we want you to know that there are three great reasons not to bother with online PR.

1. If you are targeting old-fashioned journalists, there is not need to bother with the Internet. Without a doubt, there are probably still some old-school journalists that wait for stories to come to them through snail mail or similar means, and spending time putting your releases online will definitely not catch their attention. Of course, 70 to 75% of journalists do conduct researches for press releases online and you will be missing those opportunities, but, hey 30% is good enough, right?
2. If you want the decision of whether or not your content gets published to be in the hands of the media, then the Internet is not for you. Prior to online news sites, tradition journalists served as a gatekeeper for what was considered newsworthy. Now, you can decide whether your content is worthy of publishing. Of course, if you do not want that responsibility, then stick with traditional public relations. We have a great real estate public relations example of this. Atlanta home builder Bowen Family Homes recently launched a huge promotion in which they are giving away a new home for only a penny. Title the Penny Power Promotion, traditional publications were not interested because they considered it to be an advertising promotion. Well, Bowen Family Homes went around these gatekeepers to publish many news stories about the promotion online and get the word out anyway.
   
3. If you think Google results are randomly determined, the online public relations is definitely not for you. For those that believe good karma is all it takes to put you on page one of search engine results pages, it would be a waste of time to do any online posting. That way, if another deserving company shares a similar name or produces a similar product, potential customers will have just as good of a chance finding them on the Internet as they do of finding you.

I hope this has helped clarify whether or not it would be in your best interest to start incorporating online practices into your public relations.