Web PR Masterclass

“Public Relations " is a set of management, supervisory, and technical functions that foster an organization’s ability to strategically listen to, appreciate, and respond to those persons whose mutually beneficial relationships with the organization are necessary if it is to achieve its missions and values.” (Health, 2005)

Traditional PR (public relations) has focused on crafted press releases and company image. It has provided for a controlled release of information, and a communication process that relies on journalists and traditional media such as newspapers. This modus operandi has been enormously impacted by the spread and influence of the Internet.

Whilst the Internet provides excellent tools to the PR industry, the shift in communications afforded by the Internet has also caused a ruckus in the world of public relations. Information is freely available and accessible to a far greater audience,as opposed to being controlled through a select group of journalists. Communication is taking place in the realm where the consumer feels most comfortable, as opposed to the channels dictated by the company.

PR needs to follow this shift, especially as consumers are increasingly turning to a “person like me” for trusted advice, as opposed to mainstream media outlets (Edelman, 2006).

The Internet provides savvy PR professionals with plenty of tools for listening to and engaging with a far wider community, and can have immense benefits for companies that are willing to be transparent in their communications. It also allows companies to engage in a more immediate form of communication.

WebPR collectively stands for the ways in which you can get your message out online. It is used to connect with customers and enhance brand awareness, exposure and SEO (search engine optimisation) efforts using various online channels like article directories, press release sites, industry related sites, online newsrooms, blogs, forums and social media.

“In a connected, digital world, PR isn’t just about the press release; it’s about connecting with customers.” (Cohen, 2006)