Their skills versus your needs…

In my previous blog post I talked about the difference between Online publicity and Online PR. I argued it had to do with the difference between making noise and building relationships.

Of course both can help to drive business. The same goes for advertising. Some need it, some don’t. Some need a little, some need a lot. It really depends on your business objectives and the product or service you are selling.

Choosing an online agency to help you meet your business objectives can be quite a difficult task. First, there are simply so many agencies offering so many different disciplines all claiming to be online ‘experts’. Second, on the web the lines between marketing and PR have blurred.

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The difference between online publicity and online PR…

Once upon a time marketers had two main ways of getting their product or services noticed by consumers: advertising and publicity.

The principle of advertising is based on interruption. In order to get people’s attention you need a large degree of creativity or even humour. This helps people absorb your message and makes it stick.

The principle of publicity is based on getting placement in mass media. To compete in the battle for media inches, your story needs to have good news value.

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PR should always be driven by business objectives…

The ‘Best job in the world’ story broke on January 12, 2009. As a result, more than 30.000 people posted their one-minute job application video in a bid to become caretaker of Hamilton Island, a tropical Island off the coast of Queensland, Australia.

But how many people will remember ‘Hamilton Island’ in a few months from now?

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First blog post! Hello and welcome!

My goals of this blog are to inspire and offer more insight into how you can make online communications work for your business.

My posts will go beyond the buzzwords and the hype of the social web, and will be all about the practicalities of adopting and implementing online strategies.

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