Ku-Yaw Chang Assistant Professor, Department of Computer Science and Information Engineering Da-Yeh University

 Online PR is and will remain a crucial component of your digital marketing success.  Traditional media channels are constricting  Digital channels are expanding at a phenomenal rate  PR: public relations 2015/5/4Social Media 2

 When dealing with your customers face to face  First impressions matter  Online PR takes a broader view  First impressions matter  Lasting impressions are what you really want to cultivate online 2015/5/4Social Media 3

 In 2007, the Chartered Institute of Public Relations in the UK defines online PR as:  Communicating over the web and using new technology to effectively communicate with stakeholders. 2015/5/4Social Media 4

 First and foremost  Website as a vehicle to make your PR-related content available to both media professionals and consumers.  Having compelling content on your own site is only a very small part of the online PR.  The whole point of online PR  Word-of-mouth marketing  Online social networking 2015/5/4Social Media 5

 A story worth reading  You need a strong hook  Headline and first paragraph should capture readers’ attention  Story first, detail later  Keep it concise, objective and to the point  Use active, compelling language  Accessible and jargon free  Contact details  Be keyword optimized  Link back to your site  Stick to your guidelines 2015/5/4Social Media 6

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