Public relations has always been a powerful marketing
tool and the Web directly enhances its power.
The extra importance of PR on the web is due to the web
being its own media environment. Press releases can be distributed at
minimal cost to sites where journalists and relevant experts are likely
actively to be seeking such information. In addition for every site
that indexes the release there will automatically be a link back to your own
site with beneficial consequences for your link popularity rating and hence
search engine rankings.
If you already have an offline PR campaign running, there
is likely to be no extra cost involved. The main change will be during
the authoring of the Press release to ensure that keywords are used and
presented to best effect as on any other standard web page.
Apart from specialist PR services, significant results can
be achieved in improving search engine rankings simply by regular site
updates. If you are adding a page a day for a new product or service, the
search engines will quickly learn that they have to spider you daily to keep
up to date.
You should also consider adding an RSS news feed to your
site. This is a way of presenting the same news content as you might
have in a newsletter or new product page in a format designed for easy
digital communication. At present it is still early days for effective
use of RSS feeds and Blogs for practical marketing; but they have the
potential to replace email newsletters as the standard way of keeping your
prospects up to date.