| Public relations. Break it down. What does it mean to | | | | Fulfillment is still the best PR you can ever give your |
| you? Do you have a product to sell? Expertise to | | | | business or reputation because it creates word of |
| offer? A reputation to rebuild? Whatever your need, | | | | mouth. |
| public relations means the same thing. It is a relationship | | | | Online and offline still go hand and hand: Just because |
| that you have with the public. You want it to be the | | | | you are online, that does not mean you shouldn't have |
| best it can possibly be. And these days, how you | | | | some way of reaching out to the public offline. It only |
| appear in the digital age is just as if not more important | | | | makes sense as it creates a potentially larger pool of |
| as how you appear in the world of brick and mortar. | | | | customers or clients. Don't neglect this area of your |
| Therefore, when you seek the guidance of a digital PR | | | | business, and don't fall for any digital public relations |
| firm, you should keep the following considerations in | | | | expert who seeks to de-emphasize the importance of |
| mind: | | | | this point. |
| The product you offer should lend itself to an online | | | | Public relations is more than just press releases: |
| market: Is your product tangible? It doesn't have to be | | | | Especially in the digital age! It used to be you could |
| the type of thing you can hold in your hand as long as | | | | write out a press release and make a few phone calls |
| it offers something that a potential audience will go for. | | | | and that would be that. Nowadays, you have to be |
| Maybe you are the product that you are offering. It's | | | | aware of the changing forms of technology that have |
| not unusual. Informational products are more popular | | | | enabled social networking communities to form. Sites |
| than ever. Regardless, you need to get the word out in | | | | such as Facebook and Twitter have changed the |
| a way that makes sense to an online audience. You | | | | way society communicates, and at day's end, |
| need an effective web presence, and no, that does | | | | effective public relations, digital or brick-and-mortar, is |
| not necessarily mean fancy. You need a place where | | | | about effective communication. |
| your audience or customers can go to see what you | | | | Digital public relations is just one more area where you |
| are all about. | | | | or your business have a great chance at success. It's |
| Fulfillment is still your number one priority: Digital public | | | | a brave new world, and if you understand how to |
| relations does not mean putting a bright shiny ribbon on | | | | function within it, then success is only a matter of time. |
| product or ideas that fall short. You still have to deliver. | | | | |