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PR - not just Page Rank - Public Relations

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There was a time before the internet when the acronym PR was instantly recognised as meaning public relations, rather than "page rank".

So what impact has the web had on the practice of public relations?

To the team at Dennis Rutzou Public Relations, the online environment is another means of communication, which must be integrated within the public relations planning and activities for an organisation.

Public Relations In fact, DRPR now includes a section in every public relations plan they prepare for all new clients called 'Online Public Relations'. It looks at how the communication value of their website can be improved with new content, improved copy and optimisation, social networking, regular e-newsletters to stakeholders and other means of improving the effectiveness of online communication.

It is important to ensure that the website is integrated with the other PR activities that are being implemented to ensure a consistency of language and theme.

A PR program is built around the credible key messages that describe the organisation, its products and services and are the phrases that are used in media releases, articles, websites, speeches and presentations, brochures and so on.

The repetition of those credible key messages comes from a sound theoretical base - it is the aspect that is aimed at building recall by the target audiences.

Public Relations COnsultant DRPR sees a lot of websites and without a doubt the worst element of the majority is the poor copy that is used to describe the organisation and what they do.

One reason is that those who are usually responsible for writing the content of the website work inside the organisation and therefore can't see the 'wood for the trees'.

As a result, the written and visual content of the website lacks the integrated approach a PR firm can bring and is often totally different from all the other communication elements of the organisation.

On the other hand, as public relations consultants, Dennis Rutzou Public Relations is outside the organisation and has objectivity about the organisation, their products and services, as well as being charged with the responsibility of implementing the overall PR program. They are also experts in writing copy that is informative, engaging and/or entertaining.

So next time you see the acronym PR don't think page rank, but how a planned public relations program can make your online activities work much more effectively to build your image, brand and stimulate sales.

Dennis Rutzou, MPRIA.

For more information about how an effective public relations campaign can help your business, please contact:

PR Firm Dennis Rutzou Public Relations Pty Ltd

Telephone: 02 9413 4244 (International: +61 2 9413 4244)
Facsimile: 02 9413 4263 (International: +61 2 9413 4263)
E-mail: | Website:

Street Address:
Suite 21, Chatswood Village 47 Neridah Street Chatswood NSW 2067 Australia

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