Online public relations (PR) is like offline public relations – the goal is to generate publicity for your business i.e. attract the attention of the media. In the online world, it also serves the dual benefit of increasing your search rankings and helping customers and partners understand your business.

There are a couple of different tools for online public relations:

1. Media kits – downloadable media kits are published on your website and typically composed of:
   1. cover letter – a one page introduction for the media
   2. press releases – a couple of recent significant press releases
   3. images – of products or the head of the company
   4. contact details – you could include a VCARD (an electronic copy of your business card) inside the downloadable media kit, or just a page with your contact details at the bottom of the cover letter
   5. articles or an eBook – include a PDF of some articles or an eBook you have written
   6. product information – include a PDF of a couple of key product brochures.
2. Press releases – essentially a one to two page document which describes:
   1. a particular piece of news about your company that the media and/or customers would be interested in
   2. a paragraph about your company and what they do
   3. contact Details – who to contact and where to go for more information e.g. a website link.

Apart from generating an interest in your business, online press releases can increase your website search ranking – publishing a press release in one of the online PR directories creates links back to your website.

There are two types of press release directories and distribution services:

• Paid distribution services – for example, PRWeb pricing ranges from US$80 for a basic package with press release distribution to 250,000+ subscribers, five industry targets and two regional news feeds; to US$360 for a Media Visibility Package which additionally includes a database distribution to 35,000 journalists and distribution to top US newspapers.
• Free distribution services – although free distribution services may not generate as much media interest, it is a good way to increase search traffic rankings for free. Search for the terms: free press release distribution australia