Online PR is a below-the-line marketing activity that uses online channels to increase brand presence and improve your brand image.
The main objective is to increase visibility and thought leadership by building long-term relationship with your key stakeholders.
There are key areas in Online PR:
Search. This is by attracting visitors to your site with content like press releases, blog posts
Buzz. This is by building and support your campaign momentum with promotions and special online events (for example webinars)
Engagement. This is by increasing the level of engagement with your audience through social media
Listen. This is done by monitoring online conversations and respond proactively especially in a case of crisis.
If you need any advice on how to set up your online PR strategy, feel free to get in touch at firstname.lastname@example.org