| For truly targeted communications, combining | | | | to tune in to a mass audience, or at least a large |
| newsletters and Online PR in a single PR Package will | | | | pre-defined segment of that audience. |
| guarantee lots of power and influence. This stems | | | | Online PR is a recent phenomenon with a huge power |
| from the potential each discipline has to identify and | | | | to reach out, to communicate, to influence. Given the |
| reach out to the audience of your choosing. | | | | 'linked-up' nature of the web, online publications |
| In the case of newsletters -- particularly the online | | | | (together with other movers and shakers) that 'accept' |
| version -- there's a pre-defined audience of existing | | | | online news releases -- including portals, online |
| contacts. These are obviously present customers, | | | | journalists, bloggers, online versions of mainstream |
| employees and suppliers. In addition, there is the | | | | offline media and the medium-made outlets |
| 'floating' audience of would-be prospects: people | | | | themselves -- reach out to audiences of millions |
| who've enquired about your company and its products | | | | across the world. |
| and services. | | | | The news release format of Online PR copies that of |
| In the online sphere, there is the 'opt-in' segment who | | | | its offline cousins, but the similarity ends with its speed, |
| signed up to receive your newsletter in exchange for | | | | immediacy, global reach and viral potential - especially |
| things like your e-book, membership, or even your | | | | with the advent of social media. Online PR is a |
| newsletter itself! In addition, there's another potential | | | | phenomenon that piggy-backs on the power of the |
| targeted audience that can be reached through | | | | Internet to communicate in one of the most powerful |
| bought-in databases. | | | | ways ever devised. |
| Newsletters reach out in a very personal way and | | | | By simply merging online newsletters with Online PR in |
| also in a way that should have a 'house style' that | | | | a straightforward PR Package, 'reaching out' has |
| echoes the brand values of your company and its | | | | never been more persuasive. The cross-fertilisation of |
| business. The informality of it all -- and usually at a | | | | news, information and ideas that is all part of what is |
| human level -- makes the newsletter unique in the PR | | | | newsworthy within any organisation creates an |
| pantheon. 'People' are the most powerful part of any | | | | amazing synergy. |
| news story. Even a technically led success story has | | | | Newsletters are a low-key, personal way of speaking |
| people behind it. And that is clearly what connects best | | | | to a relatively tight demographic. Online PR may also |
| with other people. | | | | highlight stories with limited geographical or |
| Public relations, by definition, is about people. If | | | | business-sector appeal. What Online PR has that is |
| newsletters represent the micro-communications | | | | truly exceptional is the power to turn an obscure piece |
| aspect of PR, then Online PR is its 'macro' alter ego. | | | | of company news into something that could reach the |
| Press releases may of course target only a few | | | | ends of the earth in just a few hours from despatch. |
| relevant individuals. In general, however, they are trying | | | | |