Online PR & Online Reputation Management

Online-PR

Journalism no longer refers only to the traditional area of printed media, but has extended increasingly into the online sphere. More and more companies recognise the internet as a platform for addressing journalists and do PR work.

The Press Section on a Website

One of the most important principles of online PR is a clearly indicated press section on the website, with up-to-date news and available images, presented in an appropriate and printable format. Corporate websites are used in journalistic research as information sources, thus much value should be placed on a well-structured press section. Currently, many corporate websites do not include a press section at all. Often, the information is poorly edited or out-of date. Images are not printable and contact persons are not listed.

Principles of a Press Section

A well optimised press section should meet various criteria. It must be accessible from the home page. Even for small businesses with few press releases, themes to this effect should be categorised according to press contacts, press information, press images, press reviews and archives, to also simplify the navigation. The entire section should be accessible without registration, save journalists from having to take inconvenient steps in their search for information. If images and text are to be protected from unauthorised access,  the registration should at least be made as simple as possible and require only the most important data to be obligatory.

Online Reputation Management

The success of a business increasingly depends, to a considerable degree, on the opinions and experiences of the online community. Potential customers don’t always base their buying decisions on product information from the manufacturer or from the company’s websites or online shops.  Before purchasing, many internet users make their decisions by considering other factors, such as customer feedback and price comparisons through forums, blogs, or social communities.

The importance of Online Reputation

Every business who offers their products and services on the internet must monitor the opinions of their customers and take them into serious consideration. When building up a market, the opinion of the customers is very important. It can either lead to higher sales or ruin the image of the company or its products. Only those who regularly monitor customer activity and other members of the online community can react quickly to negative opinions and deal with them accordingly. It is, therefore, absolutely vital for new businesses or products to create and propagate a positive reputation.