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16. B2B Public Relations > What Is Online PR—and How Does It Differ from Tradit...

What Is Online PR—and How Does It Differ from Traditional PR?

Like traditional public relations, online PR is all about influencing people. It’s not about buying placement; it’s about generating word-of-mouth attention that hopefully will generate some solid leads.

But who do you influence online—and how? That’s where online PR differs from the traditional model.

Who You Influence

When we’re talking online PR, we’re talking about influencing a different group of people than you do with traditional PR. Old-school PR is about influence of traditional media—industry newspapers and magazines, maybe even radio and television.

Online PR deals with another group of influencers. These are people who’ve become trend setters to their online followers; a mention or endorsement from one of these folks is as good as gold.


  

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