Online public relations have become a key tool for establishing connections between your company and the media, taking full advantage of all the channels offered by the network (websites, blogs, social networks …).

At the same time, they are part of the entire marketing process and play their role in the funnel or marketing funnel.

At the beginning of the funnel, attract contacts

On the one hand, at the beginning of the funnel public relations help you get leads. For example, by disseminating success stories or articles from your blog through social networks, or by sending the media a press release informing about your new eBook … When you generate leads thanks to these contents, you retain them and get them to go maturing in your web and blog.

Towards the end of the funnel, convert traffic to sales

In addition to making you known among the media and bloggers in your industry, you educate your potential customers with more high-value content until at the end of the funnel you turn some of them into sales.

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These customers already know you and have decided to buy your product or service because you have been giving them very interesting information (market studies, classes taught via webinars, manuals …). Some end up being ‘evangelist’ clients. These are people who, voluntarily, talk about you and your brand and in a very positive way: they feel grateful and cause the mouth-ear effect between their acquaintances and the media.

Thus, the result of the funnel returns to feed the first phase: you make yourself known, this time through testimonies and means that recognize your service and content, both of which are remarkable for their specialization.

In addition, public relations online:

• Generate direct relationships: Online public relations are neither a bridge nor an intermediary. Social media tools allow a direct relationship between your company and the media.
• Publishing Speed: Thanks to public relations you can have lists of interesting bloggers or Twitter from influential bloggers or journalists. By having the fonts more at hand, you publish any content much faster than usual.
• Close to the media: Thanks to the internet and, above all, social networks, the media have become very accessible agents. You can have Facebook from any journalist or blogger, follow him on Twitter, make a comment through his blog … etc.

In conclusion, public relations online simplify the task of contacting sources or journalists and allow direct relationships with them without intermediaries.

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