Think You Don't Need Online PR?

Think again because you do. We all do.

Here's an interesting article about that very topic. Although I do take issue with how this James Tuckerman defines on Australian Anthill the two services "that public relations people are very good" at because I tend to think that we are good at more than just these two things, his passion and urgency about the need to have internet front and center in any complete campaign is right on the money.

In short, he dispels the myth that an online presence is ephemeral and like the seasons will change and then fade. He supports his claim by using the example of a podcast interview he had.

His argument in part reads:

"For most PRs, good online coverage on a popular website is barely worth a hardy slap on the back. At the same time, a page seven, two-inch mention in the ‘Back-Water Regional Times’ is often treated as an excuse to pop the champagne.

I, too, for a long time, was guilty of this black hole in logic.

In 2007, I recall being asked to participate in an online podcast with digital media maven Cameron Reilly on his TPN website. I was busy and kept putting the interview off.

Fortunately, a colleague had my back, pulled me aside and explained to me the way things were:

“TPN attracts over 120,000 listeners. The Australian newspaper attracts over 110,000 readers. Would you make time for The Australian?”

Of course I would! I’d clear an afternoon.

So why was I so underwhelmed by the prospect of online coverage? Was it because online is transient, while print is seemingly permanent?

On one level my prejudice might have been true (you can put your newspaper or magazine clipping in a scrap-book). But two years on, the TPN website still drives traffic to anthillonline.com and I am still approached by strangers at networking events who downloaded the podcast, liked what they heard, remember what was discussed and want to have a chat.

Talk about great PR!

It’s unlikely that even a picture piece in The Australian would have a similar result. In fact, I appeared in The Australian last month. The result? Zilch. Nothing. Nix (except for a phone call from a distant aunty).

Yet, a day doesn’t go by when the following doesn’t occur: A PR person pitches us a story for our print magazine. We offer to run something online. His/her interest immediately fades.

This is occurring at a time when online media usage is outstripping traditional media. Incidentally, earlier this year, the number of unique users visiting our website in one month doubled our print circulation (when that was a major part of our model).

The internet interview, like most internet interviews was safely housed in a cyberspace easy to access file. Viole! A click of the mouse and there was the interview, perfectly and perhaps eternally intact.

Nice.

This is the very thing I love about broadcast media, like podcasts, ezine articles, TV spots, etc. They remain easy access plus they don't take up much space! Not like newspaper clippings that yellow with age or those dinosaur VHS recordings of TV interviews.

Cyberspace is here to stay, so why not make the most of it? The challenge occurs most often for me when the client hasn't yet reached the speed of the world wide web. There are countless people out there who think that online publications aren't authentic.

So it's a learning curve for everyone. Which is what good public relations people are also great at: educating others.

Lucky for us those who can make creative use of all available media platforms. It not only promotes the client's message but also speak to the breadth of what we have to offer.

In the world of public relations, I think the more media outlets and options there are, the better.

Don't you?