e-Consultancy's new report shows gaps in online PR application
e-Consultancy in the UK holds regular roundtable briefings and the July briefing was about Online PR. The report, now available for download, shows that while many companies are aware of the need for defensive online PR (reputation monitoring,) proactive campaigns are still not the norm. They attrribute this to the lack of experts in the field.
The report highlights a few market trends:
A growing awareness that online PR can increase visibility
The benefits of Online PR are becoming more tangible and measurable
The rise of consumer generated content and blogging means it has become vital to monitor, engage with and respond to what is being said about you, your brand or your service online
A disconnect between PR and digital is holding back the use of proactive online PR
Key points from the roundtable discussion
There is a need to identify online influencers - and they may not be who you think they are
How and when brands should participate online
How to measure online benefits and success
Who owns online PR and who pays for it?
There are also some very interesting and helpful statistics in the report.
