Nonprofit Resource Center

Traditional public relations consists of pitching a press release to a handful of journalists, in the hopes that a story will get picked up and published in the mainstream media. In this system, editors and reporters are the decision makers who filter content between organizations and the public.

  
Web 2.0 tools have decentralized control over content, shifting power of content selection to the audience. The Internet is now a self-service environment where constituents have choices of what information to access and when to access it.

  
The online media environment has also created opportunities for organizations to become publishers. By producing and distributing web based press releases and engaging in online publicity, organizations can effectively circumvent the mainstream media to directly reach constituents. Nonprofit organizations can take advantage of online publicity by formulating strategies to incorporate online publicity methods that thrive on the Internet.

  
Start your online publicity campaign by building an online media room in a readily accessible place on your website. The primary web channel for distributing press releases is email, including email blasts to many (blind copy) recipients at once. Online media rooms support web distribution by providing instant public access to an archive of press releases from your organization.

  
Next, modify the traditional press release structure to include web features. Press releases can be produced in simple plaint text or multimedia formats, including graphics, photos, and hyperlinks. For example, press releases can link to more information found on your agency website, to an educational video, or to a partner or donor website. Multimedia press releases can be used to drive more traffic to your website and to continue the online conversation. To measure the effectiveness and reach of online publicity campaigns, organizations can also monitor the hits to the links provided in the press release.

  
Unlike traditional press releases that are only written when ‘big news’ happens, online press releases can be about anything your organization is doing, has accomplished, or is changing. Online press releases can also be used to provide context around news that is related to your service or cause. Be prolific! Quality press releases posted regularly to your online media room demonstrate your organization’s commitment to your clients and the community.

  
It is important to note, that while online publicity may seem drastically different, it still needs to follow the same traditional principles of successful public relations. To be successful at reaching and influencing the decisions and actions of your audience, publicity should adhere to the following principles. All messages should be focused and on topic; provided when recipients need the information; and prepared for open distribution to any and all outlets. Also, communication strategies should be measurable, in line with organizational goals, and careful determinations should be made about who communicates what messages.

  

Closer look at how online publicity differs from traditional media public relations: