Online PR
Press work and reputation building in digital channels, often with reference to online media, blogs and social networks.
Also known as: Digital PR, Online Press Work
Online PR describes press work and reputation building in digital channels. It uses online media, professional blogs, newsletters, podcasts and social networks to place an organisation's topics. Unlike classic PR, reactions, reach and backlinks are usually more directly measurable.
Which formats matter
Typical formats include press releases, guest articles, interviews, study releases, comment requests, background talks, webinars and podcast appearances. Owned media such as blogs or LinkedIn posts also count, because they often form the basis for external attention.
How success is measured
Success can be measured through media mentions, backlinks, reach, social shares and qualitative assessments. Media monitoring tools filter relevant articles, while web analytics and Search Console add data on the effect on traffic and brand recognition. A clear topical strategy is important, otherwise reach becomes an end in itself.
In everyday marketing
In day to day marketing online PR ties in closely with SEO, content marketing and social media. Press work creates backlinks and mentions that support SEO and brand strength. Combined with direct marketing through JD Mail or JD Partner, PR content can also be pushed directly to your own lists and partner reach to convert attention into engagement.