The field of public relations existed well before the World Wide Web came into being, and was even around before the Internet appeared. However, it’s pretty safe to say that the online world has taken what the masters of PR did in previous decades and expanded it into regions before unknown. Now even the tiniest mom & pop store can reach a worldwide audience for cheap or free.
Why is this, though? At a base level, why does online PR work so well? Understanding this phenomenon can help you better focus your public relations efforts online and beyond. Here are some reasons why online works so well.
Everybody Loves Something
The potential for your audience is huge, as pointed out above. You can sit in your living room in Indiana and sell items to someone in Italy or South Africa. More than that, though, is the ability to find people who like exactly what you’re selling.
For example, you could sell obscure pinball figurines from the 1960s. Not only will you find customers who love those figurines, you will find them from every corner of the Earth. You also have the chance to do the same with pinball fans or even people who love 1960s nostalgia.
Everybody on the web loves something. And somebody is likely selling that “something” in some capacity. Those fans also are willing to go and talk about with other people online.
Speaking of which, the fact people love to talk and tell others about the stuff they like is another reason why PR is so strong. You can sell an item to someone in Iceland and when they post on their “Pinball Fans” blog about it you could get orders from all over the planet. Just from them talking about how cool the item is!
You can also take advantage of this fact by including “Facebook this!” and “Tweet this!” type buttons on your checkout page. This way as soon as the customer buys something they can tell their friends and family about it. Simply offering this choice gives your PR efforts a chance to succeed in ways the first hard-working PR pros could never imagine.
Translates to Offline
Strangely enough, online PR can easily help your offline PR campaigns. No matter where you live or operate your business, the people around you are also online. They’re probably even on websites or Facebook groups talking about the local community. If you visit them and talk to them, they’ll be more likely to come visit you when you hold an offline event.
Working in tandem, offline and online PR can mean give you a much bigger audience, even if your campaign is mainly focused on the local area. Those same locals who respond to your offline PR efforts could easily go online and tell their friends and family around the world about the great company in their community. Gathering them together on a Facebook page or message forum keeps everyone together and your business on their minds.
What are some other reasons why you think PR is so effective online?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download your free copy of the Beginner’s Guide to Writing Powerful Press Releases here: http://www.ereleases.com/offer/beginnersguide.html