AMONG THE TOP ONLINE TOOLS SHOULD BE USING BY PUBLIC RELATIONS PRACTITIONERS TODAY

During the past few decades, computer usage has grown immensely. Thanks to numerous technological innovations, such as the Internet.

The Internet growth in popularity has undoubtedly changed the way people view mass communications. More importantly, it has helped professions such as public relations, advertising and marketing better understand how to effectively communicate with their audiences.

During the 90’s, the Internet was primarily used by the military and scientist to conduct research and exchange information. Today it has become more widely used by regular folks such as you and me. Many PR practitioners now consider using advancements in online technology a leading trend in the profession because the Internet has evolved into a vital communications tool for millions of people in the world.

The Internet has provided PR practitioners with various tools and interactive services. It uses two way communications to reach key publics. The ability to insert text, photographs, graphics, sounds and video onto websites has helped with the progression of social media and has directly affected the role of PR practitioners.

I personally believe that among the top online tools should be using by public relations practitioners today are:

E-mail
E-Mailing allows a PR practitioner to send and receive messages to single person or an entire group of people given the situation at hand. With advancements in e-mail technology such as hypertext and attachments, a practitioner can successfully send newsletters, news releases, pitch letters, photos, sounds and even entire presentations to their necessary public.

Corporate Blogs
It is vital to set up a blog for company or organization. This is because blogs usually provide commentary or news on a particular subject meaning that a majority of people who view the blog are already a part of your target audience. Setting up a blog not only helps the organization gain credibility but allows users to put in their “two cents” which in turn could help with the organization’s future success. Beside, a practitioner can monitor and keep track of what competitors, opponents and other individuals are saying and make any improvements if necessary.

YouTube
This is a great online service because it allows users upload and share video content such as movie clips, TV clips and music videos. YouTube also lets users to upload self-created video blogs and short films, and then receive feedback from others viewers. This is ideal for practitioners because they can place messages and products within their videos that can potentially reach a mass audience.

Search Engine Optimization (SEO)
SEO involves numerous strategies used to move an organization’s web pages to the top search results on search engines. One of these strategies known as Search Engine Reputation Management (SERM) aims to push negatively slanted or opposing websites associated with the organization further down the search engine results. By implementing strategies like SERM, a practitioner can help their organization maintain credibility and reputability.

Twitter/Facebook

Twitter / Facebook is a free social networking site that lets users send/receive messages quickly and efficiently. This micro-blogging service has grown in popularity substantially over the past couple years which means that placed messages can potentially reach a wider audience which is important in Public Relations.