The web has become very important to PR. Mike Grehan, a UK search engine marketing specialist, puts it this way:
Both online and off, the process is much the same when using PR to increase awareness, differentiate yourself from the crowd and improve perception. Many offline PR companies now employ staff with specialist online skills. The web itself offers a plethora of news sites and services. And, of course, there are thousands and thousands of newsletters and zines covering just about every topic under the sun. Never before has there been a better opportunity to get your message to the broadest geographic and multi-demographic audience. But you need to understand the pitfalls on both sides to be able to avoid.
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