What is Online Public Relations?
The Purpose of Online Public Relations
Increase Brand Awareness
Increasing brand awareness is a strategic effort to make a brand, product, or service more well-known and memorable to the target audience . The goal is to ensure that when consumers need a specific product or solution, your brand is the first thing that comes to mind.
This effort can be done in various ways, such as:
- Creating educational and promotional content,
- Leveraging social media, digital advertising, and influencers,
- Optimizing the website so that it is easy to find in search engines,
- Holding events or activations that involve the audience,
- Building relationships with media and communities.
The higher the brand awareness, the greater the chance that consumers will choose your brand over competitors, because they already know, trust, and feel close to the brand .
Increasing brand awareness is a strategic effort to make a brand, product, or service more well-known and memorable to the target audience . The goal is to ensure that when consumers need a specific product or solution, your brand is the first thing that comes to mind.
This effort can be done in various ways, such as:
- Creating educational and promotional content,
- Leveraging social media, digital advertising, and influencers,
- Optimizing the website so that it is easy to find in search engines,
- Holding events or activations that involve the audience,
- Building relationships with media and communities.
The higher the brand awareness, the greater the chance that consumers will choose your brand over competitors, because they already know, trust, and feel close to the brand .
Managing Online Reputation
Online reputation management is the process of monitoring, maintaining, and improving the image of an individual, business, or organization online . The goal is to ensure that information appearing in search engines, social media, customer reviews, and other digital platforms reflects positively.
This activity includes:
- Monitor mentions and comments about brands,
- Respond to negative reviews in a professional manner,
- Distributing positive content that supports a good image,
- Handling crises or issues that could damage reputation.
With a well-maintained online reputation, audiences will be more trusting, loyal, and feel comfortable interacting or transacting with the brand.
Online reputation management is the process of monitoring, maintaining, and improving the image of an individual, business, or organization online . The goal is to ensure that information appearing in search engines, social media, customer reviews, and other digital platforms reflects positively.
This activity includes:
- Monitor mentions and comments about brands,
- Respond to negative reviews in a professional manner,
- Distributing positive content that supports a good image,
- Handling crises or issues that could damage reputation.
With a well-maintained online reputation, audiences will be more trusting, loyal, and feel comfortable interacting or transacting with the brand.
Increasing Public Trust
Increasing public trust is a strategic effort to build audience confidence and belief in the credibility, integrity, and quality of an individual, organization, or brand .
These steps typically include:
- Delivering information transparently and honestly,
- Providing consistent and responsive service,
- Show tangible evidence, such as testimonials, certifications, or awards,
- Respond to criticism and input with a professional attitude,
- Maintain a positive reputation across various communication channels, especially digital media.
With high public trust, brands will more easily gain customer loyalty, community support, and a strong reputation. Through informative content, testimonials, and credible publications, brands can achieve this.
Increasing public trust is a strategic effort to build audience confidence and belief in the credibility, integrity, and quality of an individual, organization, or brand .
These steps typically include:
- Delivering information transparently and honestly,
- Providing consistent and responsive service,
- Show tangible evidence, such as testimonials, certifications, or awards,
- Respond to criticism and input with a professional attitude,
- Maintain a positive reputation across various communication channels, especially digital media.
Building Relationships with Digital Media & Influencers
Building relationships with digital media and influencers is the process of establishing professional collaborations with online news portals, popular blogs, and influential figures on social media to support the spread of positive information about a brand, product, or service.
This activity includes:
- Compile a list of media and influencers relevant to the target audience,
- Establish good, transparent and mutually beneficial communication,
- Sending press releases, exclusive content, or collaboration invitations,
- Maintain long-term relationships by providing regular updates and appreciation,
- Monitor the results of publications or endorsements carried out.
With strong relationships, brands will more easily gain wide exposure, increase credibility, and build public trust .
Building relationships with digital media and influencers is the process of establishing professional collaborations with online news portals, popular blogs, and influential figures on social media to support the spread of positive information about a brand, product, or service.
This activity includes:
- Compile a list of media and influencers relevant to the target audience,
- Establish good, transparent and mutually beneficial communication,
- Sending press releases, exclusive content, or collaboration invitations,
- Maintain long-term relationships by providing regular updates and appreciation,
- Monitor the results of publications or endorsements carried out.
With strong relationships, brands will more easily gain wide exposure, increase credibility, and build public trust .
Supporting Digital Marketing Activities
Supporting digital marketing activities is a step to strengthen the effectiveness of online marketing strategies through various complementary communication and promotional efforts .
This includes:
- Creating quality content that supports digital advertising campaigns,
- Disseminating information through social media, email, and news portals,
- Increase brand visibility and reputation online,
- Provide social proof (testimonials, reviews, publications) that strengthens the appeal of the promotion,
- Collaborate with influencers to reach a wider audience.
With this support, digital marketing activities become more credible, integrated, and have a maximum impact on awareness, engagement, and conversions . Examples include SEO, social media campaigns, or email marketing.
Supporting digital marketing activities is a step to strengthen the effectiveness of online marketing strategies through various complementary communication and promotional efforts .
This includes:
- Creating quality content that supports digital advertising campaigns,
- Disseminating information through social media, email, and news portals,
- Increase brand visibility and reputation online,
- Provide social proof (testimonials, reviews, publications) that strengthens the appeal of the promotion,
- Collaborate with influencers to reach a wider audience.
What is Digital Public Relations?
Digital Public Relations (Digital PR) is the activity of building, managing, and maintaining the reputation of an individual, organization, or brand through digital channels .
Digital PR evolved from the concept of traditional Public Relations but utilizes the power of the internet, online media, social media, search engines, blogs, and influencers to create positive perceptions and increase brand visibility.
The bottom line:
Digital PR = a combination of communication strategy, media relations, and digital marketing.
Digital Public Relations (Digital PR) is the activity of building, managing, and maintaining the reputation of an individual, organization, or brand through digital channels .
Digital PR evolved from the concept of traditional Public Relations but utilizes the power of the internet, online media, social media, search engines, blogs, and influencers to create positive perceptions and increase brand visibility.
The bottom line:
Digital PR = a combination of communication strategy, media relations, and digital marketing.
The Purpose of Digital Public Relations
Increase Brand Awareness
So that the brand is better known on the internet.
Managing Online Reputation
Dealing with negative information or crises quickly.
Building Credibility
Gaining audience trust through trusted content.
Supports SEO and Visibility in Search Engines
Improve website ranking with quality backlinks.
Increase Engagement
Keep your audience actively involved through digital interactions.
Increase Brand Awareness
So that the brand is better known on the internet.Managing Online Reputation
Dealing with negative information or crises quickly.Building Credibility
Gaining audience trust through trusted content.Supports SEO and Visibility in Search Engines
Improve website ranking with quality backlinks.Increase Engagement
Keep your audience actively involved through digital interactions.
Digital PR Activities and Strategies
Following are the main activities in Digital PR:
Following are the main activities in Digital PR:
1. Digital Media Outreach
Sending press releases to online news portals, e-magazines, and blogs.
Establish relationships with digital media journalists.
Manage the publication of relevant articles.
Sending press releases to online news portals, e-magazines, and blogs.
Establish relationships with digital media journalists.
Manage the publication of relevant articles.
2. Quality Content (Content Marketing)
Create informative articles, guides, videos, and infographics.
Distribution of content on third-party websites and channels.
Create informative articles, guides, videos, and infographics.
Distribution of content on third-party websites and channels.
3. SEO & Link Building
Get backlinks from trusted sites to support website ranking.
Optimize keywords to make it easy for your audience to find you.
Get backlinks from trusted sites to support website ranking.
Optimize keywords to make it easy for your audience to find you.
4. Influencer Marketing
Collaborate with relevant influencers or bloggers.
Leverage influencer networks to expand message reach.
Collaborate with relevant influencers or bloggers.
Leverage influencer networks to expand message reach.
5. Online Reputation Management
Monitoring mentions, reviews, and comments about the brand.
Respond to feedback professionally.
Developing a digital crisis management strategy.
Monitoring mentions, reviews, and comments about the brand.
Respond to feedback professionally.
Developing a digital crisis management strategy.
6. Social Media Activation
Create interactive content on platforms (Instagram, TikTok, LinkedIn).
Establish direct communication with the audience.
Create interactive content on platforms (Instagram, TikTok, LinkedIn).
Establish direct communication with the audience.
Benefits of Digital Public Relations
- Brands are better known and trusted.
- Online reputation is more controlled.
- Website traffic increases due to backlinks and publications.
- The audience is more actively interacting.
- Support customer conversion and loyalty.
- Brands are better known and trusted.
- Online reputation is more controlled.
- Website traffic increases due to backlinks and publications.
- The audience is more actively interacting.
- Support customer conversion and loyalty.
The Difference Between Digital PR and Traditional PR
Aspect Traditional PR Digital PR Media Newspapers, TV, radio Website, online media, social media Focus Offline coverage Online exposure & SEO Measurement Difficult to measure Real-time analytics Interaction Generally one way Two-way, interactive Distribution Speed Slower Instant and fast
| Aspect | Traditional PR | Digital PR |
|---|---|---|
| Media | Newspapers, TV, radio | Website, online media, social media |
| Focus | Offline coverage | Online exposure & SEO |
| Measurement | Difficult to measure | Real-time analytics |
| Interaction | Generally one way | Two-way, interactive |
| Distribution Speed | Slower | Instant and fast |
Examples of Digital PR Implementation
New Product Launch
Publish articles on online news portals, spread on social media, and discussed by influencers.
Crisis Management
Responding to negative issues through official statements on digital media.
SEO Link Building
Getting backlinks from publications on reputable sites.
Virtual Events
Hold webinars that are covered by online media.
New Product Launch
Publish articles on online news portals, spread on social media, and discussed by influencers.
Crisis Management
Responding to negative issues through official statements on digital media.
SEO Link Building
Getting backlinks from publications on reputable sites.
Virtual Events
Hold webinars that are covered by online media.
How Online Public Relations Works
In general, the way Online PR works includes the following main stages :
In general, the way Online PR works includes the following main stages :
Monitoring & Analysis
Before carrying out PR activities, the PR team monitors:
What the public is saying about the brand on social media, forums, blogs, and review sites.
Relevant trending topics.
Negative issues that need to be anticipated.
Objective: Understand public perceptions, communication opportunities, and potential risks.
Before carrying out PR activities, the PR team monitors:
What the public is saying about the brand on social media, forums, blogs, and review sites.
Relevant trending topics.
Negative issues that need to be anticipated.
Objective: Understand public perceptions, communication opportunities, and potential risks.
Strategic Planning
After analysis, the team developed a plan:
The main message to be conveyed.
The target audience you want to reach.
Digital media to be used.
Publication schedule and campaign activities.
Goal: To make communication more focused and consistent.
After analysis, the team developed a plan:
The main message to be conveyed.
The target audience you want to reach.
Digital media to be used.
Publication schedule and campaign activities.
Goal: To make communication more focused and consistent.
Content Creation
Online PR relies heavily on quality content , for example:
Informative or educational articles.
Digital press release.
Images, videos, or infographics.
Interactive content on social media.
Objective: To spread positive and relevant information.
Online PR relies heavily on quality content , for example:
Informative or educational articles.
Digital press release.
Images, videos, or infographics.
Interactive content on social media.
Objective: To spread positive and relevant information.
Distribution & Publication
Content is then distributed through various digital channels:
The company's official website.
Online media (news portals, industry blogs).
Social media (Facebook, Instagram, LinkedIn, TikTok).
Newsletter or email blast.
Community platform.
Goal: To reach the widest possible audience effectively.
Content is then distributed through various digital channels:
The company's official website.
Online media (news portals, industry blogs).
Social media (Facebook, Instagram, LinkedIn, TikTok).
Newsletter or email blast.
Community platform.
Goal: To reach the widest possible audience effectively.
Engagement & Interaction
After publication, the Online PR team:
Respond to audience comments or questions.
Manage discussions on social media or forums.
Strengthening relations with media and bloggers.
Goal: Build two-way communication and trust.
After publication, the Online PR team:
Respond to audience comments or questions.
Manage discussions on social media or forums.
Strengthening relations with media and bloggers.
Goal: Build two-way communication and trust.
Monitoring & Evaluation
The final step is:
Monitor campaign results (number of readers, engagement, sentiment).
Measuring message effectiveness (has reputation improved?).
Record insights for future improvements.
Objective: To assess the measurable impact of PR activities.
The final step is:
Monitor campaign results (number of readers, engagement, sentiment).
Measuring message effectiveness (has reputation improved?).
Record insights for future improvements.
Objective: To assess the measurable impact of PR activities.
Examples of How Online PR Works in Practice
Example situations:
A brand will launch a new product.
The steps:
Monitoring market trends and consumer needs.
Create a content plan to introduce the product.
Prepare digital press releases and visual materials.
Distribute press releases to online news portals.
Uploading teaser content on social media.
Respond to audience comments and questions.
Monitor public reaction and track the number of exposures.
Evaluate campaign results.
Example situations:
A brand will launch a new product.
The steps:
Monitoring market trends and consumer needs.
Create a content plan to introduce the product.
Prepare digital press releases and visual materials.
Distribute press releases to online news portals.
Uploading teaser content on social media.
Respond to audience comments and questions.
Monitor public reaction and track the number of exposures.
Evaluate campaign results.
Summary of How Online PR Works
- Monitoring public opinion online.
- Planning messages and communication strategies.
- Create engaging and informative content.
- Distributing content through various digital channels.
- Interact with the audience actively.
- Measure impact and improve strategy.
- Monitoring public opinion online.
- Planning messages and communication strategies.
- Create engaging and informative content.
- Distributing content through various digital channels.
- Interact with the audience actively.
- Measure impact and improve strategy.
Online PR Workflow Example (Step by Step)
Imagine you work for a company that wants to launch a new product while improving its online reputation .
Here is the complete workflow :
Imagine you work for a company that wants to launch a new product while improving its online reputation .
Here is the complete workflow :
1. Initial Monitoring & Research
Objective: Understand market conditions, public opinion, and potential risks.
Steps:
- Track brand mentions on social media, blogs, forums, review sites.
- Analyze trends and frequently searched keywords (using tools such as Google Trends).
- Identify online media that frequently discuss product-related topics.
- Note current reputation (positive, neutral, negative).
Output: Monitoring report and target media list.
Objective: Understand market conditions, public opinion, and potential risks.
Steps:
- Track brand mentions on social media, blogs, forums, review sites.
- Analyze trends and frequently searched keywords (using tools such as Google Trends).
- Identify online media that frequently discuss product-related topics.
- Note current reputation (positive, neutral, negative).
Output: Monitoring report and target media list.
2. Develop a Communication Strategy
Objective: Create a focused and targeted activity plan.
Steps:
Determine the campaign's main message (e.g., innovative, environmentally friendly products ).
Select the target audience (age, interests, location).
Develop content distribution tactics (online media, social media, influencers).
Determine the implementation schedule.
Output: Online PR strategy plan document.
Objective: Create a focused and targeted activity plan.
Steps:
Determine the campaign's main message (e.g., innovative, environmentally friendly products ).
Select the target audience (age, interests, location).
Develop content distribution tactics (online media, social media, influencers).
Determine the implementation schedule.
Output: Online PR strategy plan document.
3. Content Production
Objective: To prepare engaging and informative publication materials.
Steps:
- Write a digital press release complete with product photos.
- Create a blog article about the benefits of the product.
- Prepare social media posts (teasers, countdowns, testimonials).
- Short video production (product trailer or behind the scenes).
- Design visual materials (banners, infographics).
Output: All content is ready to be published.
Objective: To prepare engaging and informative publication materials.
Steps:
- Write a digital press release complete with product photos.
- Create a blog article about the benefits of the product.
- Prepare social media posts (teasers, countdowns, testimonials).
- Short video production (product trailer or behind the scenes).
- Design visual materials (banners, infographics).
Output: All content is ready to be published.
4. Content Distribution & Publication
Objective: To disseminate information widely.
Steps:
- Send press releases to online news portals, e-magazines, and bloggers.
- Upload articles to the brand's official website.
- Post teasers and countdowns on Instagram, Facebook, LinkedIn.
- Publish videos on YouTube and TikTok.
- Share information via newsletter/email blast.
Output: Content has been broadcast on all channels.
Objective: To disseminate information widely.
Steps:
- Send press releases to online news portals, e-magazines, and bloggers.
- Upload articles to the brand's official website.
- Post teasers and countdowns on Instagram, Facebook, LinkedIn.
- Publish videos on YouTube and TikTok.
- Share information via newsletter/email blast.
Output: Content has been broadcast on all channels.
5. Engagement & Relationships
Objective: To build two-way communication with the audience and the media.
Steps:
- Answering comments and questions on social media.
- Record positive and negative feedback.
- Thank you to the media that published the news.
- Interact with influencers (like, comment, repost).
Output: Audience interaction data & media relations.
Objective: To build two-way communication with the audience and the media.
Steps:
- Answering comments and questions on social media.
- Record positive and negative feedback.
- Thank you to the media that published the news.
- Interact with influencers (like, comment, repost).
Output: Audience interaction data & media relations.
6. Monitoring Results & Sentiment
Objective: To measure the effectiveness of the campaign.
Steps:
- Monitor the number of views of articles and press releases.
- Calculate engagement rate on social media.
- Check changes in the number of followers and website traffic.
- Sentiment analysis (positive, negative, neutral).
Output: Monitoring results report.
Objective: To measure the effectiveness of the campaign.
Steps:
- Monitor the number of views of articles and press releases.
- Calculate engagement rate on social media.
- Check changes in the number of followers and website traffic.
- Sentiment analysis (positive, negative, neutral).
Output: Monitoring results report.
7. Evaluation & Follow-up
Goal: Refine future strategies.
Steps:
- Compare results with KPI targets.
- Identify successes and shortcomings.
- Update next content plan.
- Develop a strategy to maintain a positive reputation.
Output: Evaluation document and follow-up plan.
Goal: Refine future strategies.
Steps:
- Compare results with KPI targets.
- Identify successes and shortcomings.
- Update next content plan.
- Develop a strategy to maintain a positive reputation.
Output: Evaluation document and follow-up plan.
Workflow Stage Summary
- Initial Monitoring & Research
- Communication Strategy
- Content Production
- Distribution & Publication
- Engagement & Relationships
- Monitoring Results
- Evaluation & Follow-up
- Initial Monitoring & Research
- Communication Strategy
- Content Production
- Distribution & Publication
- Engagement & Relationships
- Monitoring Results
- Evaluation & Follow-up
Example of an Online Public Relations Strategy Document
1. Campaign Objectives
Campaign Name:
New Product Launch – EcoBottle
The main purpose:
- Increase brand awareness of environmentally friendly products
- Building a positive company image
- Attracting the attention of online media & influencers
Campaign Period:
August 1 – September 30, 2025
Campaign Name:
New Product Launch – EcoBottle
The main purpose:
- Increase brand awareness of environmentally friendly products
- Building a positive company image
- Attracting the attention of online media & influencers
Campaign Period:
August 1 – September 30, 2025
2. Target Audience
Age 20–40 years
Live in a big city (Jakarta, Bandung, Surabaya)
Caring for the environment & healthy lifestyle
Active on social media: Instagram, TikTok, YouTube
Age 20–40 years
Live in a big city (Jakarta, Bandung, Surabaya)
Caring for the environment & healthy lifestyle
Active on social media: Instagram, TikTok, YouTube
3. Key Message
“EcoBottle An innovative drinking bottle that is 100% environmentally friendly and supports a sustainable lifestyle.”
“EcoBottle An innovative drinking bottle that is 100% environmentally friendly and supports a sustainable lifestyle.”
4. Distribution Channels
Channel Objective Online Media News coverage & backlinks to brand websites Instagram & TikTok Visual awareness and audience interaction Company Website Publication of educational articles & press releases YouTube Teaser videos & product reviews Email Newsletter Loyal customer updates
| Channel | Objective |
|---|---|
| Online Media | News coverage & backlinks to brand websites |
| Instagram & TikTok | Visual awareness and audience interaction |
| Company Website | Publication of educational articles & press releases |
| YouTube | Teaser videos & product reviews |
| Email Newsletter | Loyal customer updates |
5. Main Activities
- Creating a digital press release
- Distribution of press releases to 20 national online media
- Collaboration with 5 lifestyle & eco-friendly influencers
- Publication of educational blog articles (min. 4 articles)
- Launch teaser video content
- Social media content (30 posts in 2 months)
- Sentiment & engagement monitoring
- Creating a digital press release
- Distribution of press releases to 20 national online media
- Collaboration with 5 lifestyle & eco-friendly influencers
- Publication of educational blog articles (min. 4 articles)
- Launch teaser video content
- Social media content (30 posts in 2 months)
- Sentiment & engagement monitoring
6. Key Performance Indicators (KPI)
15 online media publications achieved
200,000 total reach on social media
Engagement rate ≥5%
3,000 website visits
80% positive sentiment
15 online media publications achieved
200,000 total reach on social media
Engagement rate ≥5%
3,000 website visits
80% positive sentiment
Example of an Online PR Campaign Schedule
Preparation Phase (July 1–31)
Date Activity July 1–10 Audience research & target media July 11–15 Developing a communication strategy July 16–20 Production of press releases & visual materials July 21–31 Coordination with influencers & media
| Date | Activity |
|---|---|
| July 1–10 | Audience research & target media |
| July 11–15 | Developing a communication strategy |
| July 16–20 | Production of press releases & visual materials |
| July 21–31 | Coordination with influencers & media |
Launch Phase (August 1–15)
Date Activity August 1st Publication of press releases August 1–3 Upload teaser videos on YouTube & TikTok August 4–7 Post teasers on Instagram & Facebook August 8–10 First educational blog article distribution August 11–15 Influencers post product content
| Date | Activity |
|---|---|
| August 1st | Publication of press releases |
| August 1–3 | Upload teaser videos on YouTube & TikTok |
| August 4–7 | Post teasers on Instagram & Facebook |
| August 8–10 | First educational blog article distribution |
| August 11–15 | Influencers post product content |
Activation & Engagement Phase (August 16–September 15)
Date Activity August 16–31 Educational content on social media (3x a week) September 1–15 Customer testimonial content on social media September 1–15 Email newsletter product updates September 1–15 Sentiment & interaction monitoring
| Date | Activity |
|---|---|
| August 16–31 | Educational content on social media (3x a week) |
| September 1–15 | Customer testimonial content on social media |
| September 1–15 | Email newsletter product updates |
| September 1–15 | Sentiment & interaction monitoring |
Evaluation Phase (September 16–30)
Date Activity September 16–20 Recap of publication results & engagement September 21–25 Sentiment analysis & KPI September 26–30 Preparation of the final campaign report
| Date | Activity |
|---|---|
| September 16–20 | Recap of publication results & engagement |
| September 21–25 | Sentiment analysis & KPI |
| September 26–30 | Preparation of the final campaign report |
Prepared Content Attachment
- 1 Digital Press Release
- 4 Blog Articles
- 1 Teaser Video (1 minute duration)
- 30 Visual designs for social media
- Influencer Collaboration Brief
- 1 Digital Press Release
- 4 Blog Articles
- 1 Teaser Video (1 minute duration)
- 30 Visual designs for social media
- Influencer Collaboration Brief
Final Notes
Implementation Team:
PR Manager
Digital Marketing Specialist
Copywriter
Graphic Designer
Community Manager
Implementation Team:
PR Manager
Digital Marketing Specialist
Copywriter
Graphic Designer
Community Manager
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