5 online PR and social media tips for companies
Posted: Sat Apr 19, 2025 10:42 am
Classic PR
Traditional PR primarily involves the targeted distribution of printed press releases on a wide range of topics of public interest. While large companies maintain their own press and public relations departments, in small and medium-sized enterprises (SMEs) these tasks are handled by the marketing department, if they have one. In small companies, it is not uncommon for the managing director to personally handle PR matters. Traditional press releases are journalistically prepared corporate news that are sent in print, by fax, or digitally to various press agencies or directly to the editorial offices of daily newspapers and magazines.
PR 2.0
Unlike traditional press relations, the 2.0 variant focuses primarily on the many finland phone number data new channels of Web 2.0. The goal is to be discovered by as many multipliers as possible, such as operators of news portals, bloggers, and online editors. This is achieved, among other things, by publishing press releases on online press portals and sharing content on social media .
The focus is less on a specific format and more on reaching as many people as possible within the defined target group. This is particularly evident in social media, which has become a natural part of online PR. Whether Facebook, Xing, or X (formerly Twitter) – it's about the strategically targeted distribution of news, which must be designed in such a way that as many readers as possible feel compelled to share the content.
What makes online PR special
The new possibilities of Web 2.0 open up new opportunities for press and public relations work to present corporate news. Both online editors and print media journalists no longer rely solely on reports from press agencies in their daily work; they also naturally use search engines and online press portals to find content topics and research. Furthermore, they are, of course, also active on social media.
Opinion formation online – and this is becoming increasingly important – takes place not only in the online editions of Handelsblatt, Spiegel, Focus, and other publications, but also in countless forums and blogs, as well as in social network communities. This no longer concerns only technical questions or online topics, but the entire spectrum of political, economic, and social issues. Some now refer to social media relations when referring to PR related to social media.
The new online communication structures offer new opportunities and perspectives for freelancers in the PR field. Rigid structures in public relations are a thing of the past. Today, companies generate reach through targeted use of social media – no longer through rigid distribution lists and structures.
Many editors and bloggers looking for interesting news use search engines like Google to find news on specific topics. Search engines have their own logic, which is reflected in the order of the search results. A PR manager doesn't need to know all the intricacies of search engine optimization, but they should be able to apply the most important rules when writing press releases.
Tips and tricks
Anyone who wants to engage in online PR must first ask themselves the five W questions: Who do I want to reach? Where are my target groups active? What topics are they interested in? What image does my company have online? How do I present myself optimally in which medium? This is important for ensuring that press releases and other company news achieve a good reach and that online PR is successful.
Traditional PR primarily involves the targeted distribution of printed press releases on a wide range of topics of public interest. While large companies maintain their own press and public relations departments, in small and medium-sized enterprises (SMEs) these tasks are handled by the marketing department, if they have one. In small companies, it is not uncommon for the managing director to personally handle PR matters. Traditional press releases are journalistically prepared corporate news that are sent in print, by fax, or digitally to various press agencies or directly to the editorial offices of daily newspapers and magazines.
PR 2.0
Unlike traditional press relations, the 2.0 variant focuses primarily on the many finland phone number data new channels of Web 2.0. The goal is to be discovered by as many multipliers as possible, such as operators of news portals, bloggers, and online editors. This is achieved, among other things, by publishing press releases on online press portals and sharing content on social media .
The focus is less on a specific format and more on reaching as many people as possible within the defined target group. This is particularly evident in social media, which has become a natural part of online PR. Whether Facebook, Xing, or X (formerly Twitter) – it's about the strategically targeted distribution of news, which must be designed in such a way that as many readers as possible feel compelled to share the content.
What makes online PR special
The new possibilities of Web 2.0 open up new opportunities for press and public relations work to present corporate news. Both online editors and print media journalists no longer rely solely on reports from press agencies in their daily work; they also naturally use search engines and online press portals to find content topics and research. Furthermore, they are, of course, also active on social media.
Opinion formation online – and this is becoming increasingly important – takes place not only in the online editions of Handelsblatt, Spiegel, Focus, and other publications, but also in countless forums and blogs, as well as in social network communities. This no longer concerns only technical questions or online topics, but the entire spectrum of political, economic, and social issues. Some now refer to social media relations when referring to PR related to social media.
The new online communication structures offer new opportunities and perspectives for freelancers in the PR field. Rigid structures in public relations are a thing of the past. Today, companies generate reach through targeted use of social media – no longer through rigid distribution lists and structures.
Many editors and bloggers looking for interesting news use search engines like Google to find news on specific topics. Search engines have their own logic, which is reflected in the order of the search results. A PR manager doesn't need to know all the intricacies of search engine optimization, but they should be able to apply the most important rules when writing press releases.
Tips and tricks
Anyone who wants to engage in online PR must first ask themselves the five W questions: Who do I want to reach? Where are my target groups active? What topics are they interested in? What image does my company have online? How do I present myself optimally in which medium? This is important for ensuring that press releases and other company news achieve a good reach and that online PR is successful.