On-line public relations is a boom area for the Internet.

The reach of on-line news is now huge. Half of all users of the Internet take some form of on-line news every day. There are two aspects to it.

Most publications publish an on-line version of the printed edition. In some instances, this is a synopsis, in others it is a straight reproduction but, in a very significant number of cases, the on-line version is very different. Some publications make virtue of their new on-line capabilities. Ft.com is an example and the on-line version is significantly different to the pink pages seen at news vendor stands.

The news vendors in cyberspace are often the big entry Portals and ISP’s. They also comment about news and Web sites, attracting vast numbers of hits for the selected few. A new form of PR.

The most significant value of these on-line publications is their ability to handle a greater range of news all the time and to offer greater depth of reporting. When a big story breaks like the Kosovo crisis, much news is abandoned for the printed version to make space for extensive, single story coverage. Once frustrating for journalists and many readers alike, the advent of the Internet allows many publications to provide both the big story and special interest coverage as well. Some of these publications break stories as they happen and do not wait until the print version hits the streets.

On-line publications have all the advantages of their traditional brethren and none of the disadvantages of having to print, wait until publication for the news to break and have one big benefit. They can provide immediate contact with other sources of information and news. The hyperlinks from an on-line publication offer a significant advantage.

Immediate response to stories is now open for all and letters to the editor come in the shape of e-mails by the hard disc full. To enhance the offering of on-line media, it will e-mail its readers, stream data to them and provide a vast range of alert and archive resource.

Oddly enough, many journalists still prefer to receive information in printed form. Their problem being that they receive hundreds of e-mailed ‘press releases’ every day and cannot process them all. As a result they tend to look for e-mails they know are coming from trusted sources, use on-line news agencies and distribution firms. The PR virtues of knowing the journalist and building an effective PR relationship is as important as ever.

Article Series

This article is part 3 of a 12 part series. Other articles in this series are shown below:
  1. Interactivity
  2. Brand Performance
  3. Online PR
  4. Sponsorship Marketing
  5. Brand Attacks
  6. Cyber Counterfit Sales
  7. Internal Communications
  8. Cyberstalkers
  9. Protection from Cyberstalkers
  10. Investor Relations
  11. Share Scams
  12. Protecting Investors
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