The art of public relations (PR) has changed significantly in the internet age. Online PR is a skill that the modern PR practitioner must get to grips with quickly – or suffer the consequences.

In the old days, it was easy. (Or easier, at least). You slipped a case of bubbly to the local news editor at Christmas, fed them the odd press release and favourable media coverage – and, it followed, public opinion – was thus more or less guaranteed.

Those days are gone.

In an online world the paid media no longer control the news agenda. And there IS such a thing as bad publicity – just ask Dell, Cillit Bang, Habitat or any of the other companies that have suffered at the hands of the new breed of citizen journalism (the Twitterati, as they’re commonly known).

Companies no longer control the message. PR has changed from a push model to a conversational model. Things like search engine optimisation and social media techniques must factor in any company’s public relations planning (and vice versa – good online PR can positively influence an organisation’s search marketing results).

On the plus side, online PR is far easier and cheaper to measure than traditional public relations. And we can help you understand how best to use online PR to help your organisation, and how to monitor your progress all the way to success.

If you want to know how i-Lines marketing can help your public relations, just contact us today to arrange a meeting about online PR.