Tools of the trade in Web PR
WebPR is about engaging in a conversation, so the essential tools that are required are:
- Tools for listening.
- Tools for responding.
- Tools for tracking success.
RSS feeds tracking mentions of pertinent keywords are the best way to get an overview of mentions of a brand or company. These are outline in detail in the online reputation management chapter.
Responding can take place through the various social media channels such as:
- Blogs
- Forums
Online article directories and press release directories are also crucial to publishing and spreading information. Having a thorough and up to date online news room ensures that relevant information is available.
The most important tool: relationship building. Whether with journalists, bloggers or consumers, transparent conversations are paving the way for effective public relations.
