PR largely affects the success or failure of a brand. The relationship between a service provider and a customer is dependent not so much on the technology, quality, price, efficiency or warranty of the service, but more so on PR. Indeed, many businesses today thrive because of repeat businesses that are cemented through PR.

With the Internet increasingly becoming a way of life and a major component of business, small and medium enterprises should place Internet PR high on their priority list. The global village is now a reality that can only be ignored at one’s own peril. Who would have known that education, work, or even publishing would have taken an online proclivity of such magnitude?

All businesses require an online PR strategy that not only strengthens their web presence, but attempts to tackle key elements of business already known to traditional businesses. Such strategies can be implemented using websites, blogs, or social media sites. However the most significant aspects to include in such initiatives are discussed below:

PERCEPTION
PR is about perception. Because perceptions are the reality of everyone’s life, and even though perceptions can be different, they are the key ingredients in decision making. The increasingly competitive business environment requires organizations to focus on influencing and changing perceptions. The inherent results and possibilities are limitless when you consider the size of the Internet, or the online global marketplace. This cannot be achieved from an office block. A website therefore is not just an electronic sign board that identifies who you are and what you do, but a virtual tool that must with intent portray the correct image of your business, position your business, influence perception and direct specific action.

CONTENT
When customers walk into your store, they have a problem and expect a solution. They are not really interested in knowing who you are, when you started your business, or who the directors are and what degrees they have or do not have. That might be good information but it is not as relevant. Your website must first and foremost provide useful information about your products and services. Next, it must utilize probing techniques or provide navigation tools that lead a customer to a solution that solves their unique problem. The focus should be on the customer, not you, the business. Remember that the website must meet your business goals. The interface has to be user friendly, navigation as simple as possible, and of course the site should be easy to remember, otherwise customers will not remember it.

TRUST
Can you be trusted? Why should anyone trust you enough to give their credit card number and expect you to deliver? This can be a tough one. There has to be some attempt at building confidence and this is a major PR activity. Include a page where you can display your registration or certification information, referees, physical location and list or comments of satisfied clients. Provide a blog, a forum, and a news or events page. Have a newsletter published biweekly, monthly or quarterly. Special offers, gifts, rewards and competitions are additional techniques to use. Create partnerships or join a rewards club with organizations in vertical markets. By strategically positioning the business through such PR initiatives, confidence will grow.

1.Has a defined target market/audience
In order to serve relevant content in your website, you must have a defined target audience and you should be familiar with their needs, wants, level of knowledge and goals.

2.Has an Email-Marketing component
Your email-database is a key way of maintaining communication with your customers through a well designed newsletter. The newsletter can contain new service offers, news/events, or well thought advice that you believe will benefit your clients. This will compel recipients to visit your site and take your desired action. Through your website, you should capture more contacts for your newsletter.

3.Has a Search Engine optimization Program
Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines like Google and Yahoo. This improvement is on the natural/organic search results i.e. your website’s index on Google is based on its achievement of certain criteria set by Google. This gives a web site web presence.

SEO comprises;
• Review of your site content or structure
• Content optimization / development.
• Search Engine submission
• Global Link distribution.
• Management of online business development campaigns
• Keyword Popularity research
• SEO training
• Analysis of specific markets and geographies
• Statistical reporting.
• Evaluative optimization.

4.Has an internet advertising program (Pay per Click)
Pay per click (PPC) is an Internet advertising model used on websites, in which advertisers pay their host only when their ad is clicked. With search engines like Google, advertisers typically bid on keyword phrases relevant to their target market. On the other hand, content sites like the Kenyan Nationmedia.com commonly charge a fixed price per click rather than use a bidding system. Internet advertising programs rapidly increase traffic. However, traffic subsequently drops when the website is withdrawn from the program.

5.Has News, blogs and user driven content
News updates and blogs are areas of your website which are constantly updated and therefore attract repeat visits to your website. Blogs in particular makes communication 2-way and personal through the comments on posted items which engage your target audience in personal conversations. This is an effective way maintaining passive communication with prospective clients. User-driven content are articles posted by your site visitors/members. Depending on the nature of your business, user-driven content gives your visitor/members an opportunity to actively participate in creating your site’s content, leading to increased repeat visits.