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We've just published an Online PR Briefing which is free to download.
The 12-page report, available to registered users, has a summary of our recent roundtable discussion on this topic plus information about market trends, statistics and useful resources.
Katy Howell of immediate future gave a useful overview of where we are with Online PR in 2007 which is summarised in an insightful diagram.
There was also a debate about the similarities and differences between Online PR and Search Engine Optimisation.
Topics discussed at our roundtable included:
- What is Online PR?
- Which department or agency should own Online PR?
- SEO and Online PR
- Importance of bloggers
- Affiliates and Online PR
- Brands and Forums
It is clear that there are still plenty of organisations struggling to grasp how Online PR fits into the bigger picture. One of the reasons for this (discussed in the briefing) is that is hard to know where this sits (i.e. what department or agency should own it).
Is it part of online marketing or is it something which traditional PR agencies should be doing as part of their job?
Part of the issue seems to be that Online PR covers a range of areas from "defensive" reputation monitoring to proactive attempts to drive website traffic which can deliver a clear ROI.
There is plenty more about this in the briefing ...