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Chapter 9  Customer relationship management

Online PR

 or e-PR leverages the network effect of the Internet. Remember, Internet is 

a contraction of ‘interconnected networks’! Mentions of a brand or site on other sites are 

powerful in shaping opinions and driving visitors to your site. The main element of online 

PR is maximising favourable mentions of an organisation, its brands, products or websites 

on  third-  party websites which are likely to be visited by its target audience. Furthermore, 

as we noted in the topic on search engine optimisation, the more links there are from other 

sites to your site, the higher your site will be ranked in the natural or organic listings of the 

search engines. Minimising unfavourable mentions through online reputation manage-

ment is also an aspect of online PR.

Activities which can be considered to be online PR include the following: