Using Online PR Effectively – And Ethically

Few can ignore the booming popularity of blogs, message boards, social networking sites, wikis and other Web-based communications. A recent Pew Research report claims that more than 50 percent of U.S. consumers currently engage in the creation, access and sharing of information online. With this in mind, more companies now leverage these channels to extend and enhance their public relations (PR) strategies.

Reputable communication

The Web offers a highly effective way to communicate a company's message to thousands, even millions, of people. Companies of all sizes turn to the Web to instantly share up-to-the-minute information or draw from a broader, more diverse audience. This channel has proven a cost-effective option for enhancing announcements with images, audio, video and other multimedia content.

Online abuse

Unlike traditional media outlets, there are little or no controls governing the content of social media sites, resulting in people using them in unethical ways. Perhaps the most notorious case involves Whole Foods' CEO John Mackey. Mackey's unorthodox behavior on the Yahoo Message boards – and the more than 1300 questionable comments he posted – has drawn extensive criticism from industry experts, investors and customers alike.

Using Web vehicles effectively

How can companies effectively – and ethically – reap the advantages of online PR? These easy-to-follow guidelines can help keep Web-based communications on the right path:

• Be honest and straight-forward. Don't use anonymous screen names, avoid giving vague or incomplete answers to questions and clearly state any biases or personal interests regarding the subject at hand.
• Choose language wisely. Ensure proper context and avoid confusion since people can easily misinterpret the written word.
• Review carefully. Check all postings for mistakes and carefully assess the message for clarity before hitting "submit." Nothing appears more unprofessional than corporate-sanctioned communications filled with misspellings and grammatical errors.
• Stay on point. Don't post messages that stray from the original topic. If necessary, start a new board and/or subject thread.
• Take the communication seriously. Read the entire discussion before contributing and think all posts through before writing. This will ensure that messages appear informed and intelligent.

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