In order to reach their online audience, PR specialists use the digital forms of press releases and newsletters but they also use a variety of other tools such as blogging and recently, microblogging. It allows them to create and maintain a relationship with the target audience as well as establish a two-way communication.
They are not only looking to make sure that their name is on the online press release and list, but they also are looking to build a relationship w
Public relations strategies make the brand capitalize on the opportunities. Google was in the news for donating to Ebola. Facebook promoted LGBTQ rights. Coca-Cola did a PR stunt against obesity. These opportunities even attract many influencers to share the brand story to their followers.
As a brand you should make the efforts to capitalize these opportunities. The brand should be seen to be taking a stand. When the product is associated with the cause, it will be se