The PR industry is quite bad at enlightening potential clients about public relations and its importance to their business. On the other hand, Internet is a flourishing field where PR being used extensively, as a tool, by marketing professionals.
- The Message in Internet marketing is designed to drive sales and increase ROI in all possible ways. For instance, the driving Message of a bookstore could be that they offer the largest collection and lowest costs.
- Online PR isn’t directly promotional. PR messages are more about companies showing that they care about a specific cause or putting out news messages.
- Tactics and tools, are two disciplines that unite Internet marketers and online PR. However, they are often used in differing ways by each.
The use of social media in online communication offers a lot of possibilities. But especially the supposedly fast and easy communication requires at least as much attention as the communication on other channels. For this reason, it is important to know what has to be considered when using social media, how brands and companies use social media correctly and why social media monitoring and community management are two important aspects of communication through social networks.