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(e)   Managing how your brand is presented on  third‑  party sites

As part of online PR it is useful to set up monitoring services. It is also necessary to have the 

resources to deal with negative PR as part of online reputation management. Microsoft’s 

PR agency reputedly has a ‘rapid response unit’ that can respond to online PR. Examples 

of alerting services include Googlealert (

www.googlealert.com

) and the other tools listed at 

www.davechaffey.com/online‑reputation‑management‑tools

.

(f) Creating a buzz – online viral marketing

From a functional point of view, online viral marketing often involves generating word-of-mouth 

and links through to a website (as outlined in Chapter 4), so it can be considered part of online PR.

To summarise the section on online PR, see Figure 9.13. This highlights the importance of 

activities involving participation and how all online PR activities feed back into SEO through 

the links generated.