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Tips to Remember

Before broadcasting your message across the Web, brainstorm story ideas. Answer the questions "Who cares?" and "Why now?" in your content. Then turn this content into press releases, topics for Internet radio shows or pod-casts, and possibly a webinar.

By broadcasting a message instead of pitching your product or service, you'll invite journalists to share your story. They'll take your message far beyond your existing client base. And you can leverage broadcasting channels to simultaneously attract search engine spiders and new customers, too.

Online public relations is about sharing information and building relationships. A "buy now" approach doesn't usually work. This is the perfect job for online advertising. Part II of this book reveals strategies for attracting profitable customers, while also appealing to the spiders and press.

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