Introduction to Internet Public Relations

“Internet Public Relations—Interactivity”

http://leverwealth.blogspot.com/2007/02/internet-public-relations-interactivity.html

Blog entry: “Internet Public Relations—Interactivity,” from the Leverwealth blog of public relations author and practitioner David Phillips. Discusses various ways in which the Internet has altered and added value to the traditional business-to-consumer communications model, and suggests that the rich interactivity of social media websites such as MySpace, YouTube, and Second Life is, in itself, a highly effective form of Internet PR.

“The Impact of the Internet on Public Relations”

http://www.prfirms.org/docs/Internet_impact.pdf

Introduction to a report entitled, “The Impact of the Internet on Public Relations and Business Communications.” Provides an overview of how networked communications are changing the delivery method of business communications and discusses several strategies businesses can use to capitalize on new technology.

“Internet Technologies Are Changing PR”

http://www.knowthis.com/articles/marketing/public_relations.htm

Article: “Internet Technologies Are Changing Public Relations: New Roles and New Tools for PR,” by Paul Christ of Knowthis.com discusses the changing face of Public Relations due to the Internet, particularly with regard to the emerging SEO industry and RSS technology.

“How to Use the Internet in Your PR Strategy”

http://youtube.com/watch?v=3d3fc18hTy0

Video: “How to Use the Internet in Your Public Relations Strategy,” is a ten-minute introductory presentation from the Asia Business Forum 2007, presented by Khai Lee, the Marketing Manager of MindValley—an online media, marketing and technology company. Discusses blogging as a publishing platform, using Technorati and Google blog search to monitor “the conversation,” and corporate blogging as a means of “authentic” public relations.

“PR is Dead”

http://richardstacy.wordpress.com/2007/04/10/pr-is-dead/

Article: “PR is Dead,” from The Social Media Revolution blog of Richard Stacy, a 20+ year veteran of the public relations industry and current social media specialist at the French multinational advertising and communications company, Publicis Groupe. The article presents the author’s view that as the gap between business and the consumer shrinks, the traditional role of the public relations industry will cease to exist.

“Calling Bullsh** on the ‘PR is Dead’ Meme”

http://www.pr-squared.com/2006/02/calling_bullsh_on_the_pr_is_de.html

Article: “Calling Bullsh** on the ‘PR is Dead’ Meme,” from the PR-Squared blog of Todd Defren of Shift Communications, is a reaction to the many recent articles and blog posts claiming that there is no place for public relations in the highly transparent age of Internet communications. Comparing the “PR is Dead” movement to the “For Sale by Owner” trend in the late nineties real estate market that led many to predict the demise of real estate brokerage industry, the author maintains that though new media will certainly change the methods of the PR industry, there will always be a necessity for the appropriate presentation of corporate image.

“PR 2.0: The New Dynamics of PR in a 2.0 World”

http://thepr2.0universe.com/downloads/PR_2.0_-_A_Primer.pdf

Primer: “PR 2.0: The New Dynamics of Public Relations in a 2.0 World,” by Melvin Yuan of ThePR2.0Universe.com. Introduces the concept of new media public relations, the effects of Web 2.0 technologies (including RSS, social media, tagging and blogging) on the PR industry, the substantial opportunities afforded by a changing PR environment; includes a section entitled “10 Characteristics of a PR 2.0 Professional.”

Wilsonweb.com Public Relations Page

http://www.wilsonweb.com/cat/cat.cfm?page=1&subcat=mp_PR

The Public Relations page from Wilsonweb.com, an Internet marketing resource site operated by author, speaker and consultant Dr. Ralph Wilson of Wilson Internet Services. Contains an extensive list of articles on using the Internet for business promotion and public relations.

Online Public Relations

http://www.online-pr.com/

Online Public Relations is a website containing hundreds of online public relations resources including links to PR books, syllabi, whitepapers, research, career/job opportunities, and a section concerning the use of Internet technology in PR entitled, “Integrating Online PR.”

“Profiting from Publicity: Online Public Relations

http://www.cyberspeaker.com/nsapress.html

Article: “Profiting from Publicity: Online Public Relations,” by certified management consultant and website strategy expert Philippa Gamse. Discusses the integration of online and traditional PR, including content promotion strategies, the use of online press releases, and the use of multimedia such as Internet radio.

“Extending Your Online Efforts”

http://www.clickz.com/showPage.html?page=3594951

Article: “More Than a Press Release: Extending Your Online Efforts,” by Heidi Cohen, a principal at Riverside Marketing Strategies and a Clickz.com expert columnist, discusses strategies for fully leveraging an Internet public relations campaign including:

Understanding marketing objectives
Effectively timing PR efforts
Creating an interesting marketing hook
Targeting secondary consumer segments
Using online functionality to increase PR impact

Public Relations Wiki

http://en.wikipedia.org/wiki/Public_relations

Wikipedia entry for the term “Public Relations.” Contains the history and many common practices of traditional public relations, and discusses search engine optimized press releases and their value as a means of direct-to-consumer communication.

Public Relations Tips from the PRSA Conference

http://library.mequoda.com/i/1_12/public_relations_conference_71-1.html

Article: “Public Relations Tips from the Public Relations Society of America (PRSA) Annual Conference,” by Kim Mateus of the Mequoda Library, an online web publishing and information marketing resource. Lists the author’s top five takeaways from the 2006 PRSA International Conference.

“13 Essential Steps for Thought Leadership...”

http://www.wdfm.com/thought-leadership.php

Article: “13 Essential Steps for Thought Leadership Marketing,” by Larry Chase of the Web Digest for Marketers, discusses 13 aspects of a strong public relations campaign including: taking a stand, providing new information, being “vertically famous,” competitive analysis, developing a corporate voice, public speaking, getting published, developing online publications, taking advice, pressing the flesh, using a good PR company and being open to new opportunities.

Public Relations Tutorial

http://www.knowthis.com/tutorials/principles-of-marketing/public-relations.htm

Tutorial: Public Relations section of the Principles of Marketing tutorial from Knowthis.com, an online marketing and advertising resource. Contains sections on the use of Internet technologies in PR, including: “Voicing Opinions—Blogs, Forums,” “RSS Feeds, Podcasting,” and “Search Engine Optimization.”

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