While the US has engaged Online PR much more rapidly than many other countries, it is interesting to see some early activity in Online PR in Australia.

As far as we can see the Australian Online PR industry is evolving in several ways

• Traditional PR agencies are adding digital media to their services ( with little understanding of the depth and technical aspects required by Online PR)
• Boutique Technology PR agencies sprouting up – who are reasonably solid and do embrace social media or SMO (but don’t cover SEO)
• Web and SEO agencies rebadging their work as Online PR (without the holistic approach required)

There is much discussion about PR 2.0 amongst US blogs, yet most Aussie blogs seems to dance around the subject.

The reality is, PR has changed. PR is all about influencing the influencers. But as we have seen, the scope of influences have changed. No longer do TV, Newspapers and Radio hold the greatest influence over toady’s consumers. A recent stat we came across mentioned that 65% of all Australian consumer purchases greater than $200AUD were researched online (ABN 2007).

When researching online, bloggers and social recommendation often hold significantly more influence than spun up Press Releases on any of the major news outlets.

So how do we deliver real value Online PR in Australia?

Well, if PR is about influencing the influencers, then Online PR is about influencing Online Influences, weather the influences are search engines results, bloggers, consumer review sites, forums, social media and community networks such as Facebook and MySpace.

So how to you influence online?

1. Find out who is actually influential. We use BuzzNumbers Online Media Measurement to evaluate just where and who is influencing
2. Target these Influencers and evaluate who can be contacted (you may require some technical research methods to find out exactly how to contact these people)
3. Engage in relevant, honest, authentic, spin-free conversations with these Influencers
4. Be prepared to take negative feedback, and to openly and honestly address the critisism.
5. Offer influencers something of real value.

At the end of the day, Online PR is different to Traditional PR. Online PR is a 2 way conversation, Traditional PR is a 1 way broadcast.

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Shifted Pixels provides Online PR Services and Consulting to Sydney and Australian based businesses, and we also offer white label consulting services to Traditional PR and Marketing agencies who may be looking to get ahead in this rapidly emerging space.

Call us for a quick chat with one of our friendly staff.