It is a misconception that online PR means submitting digitally the press releases that you want to be given publicity. Online PR UK has developed into much more than that, and the same is happening in all other countries.
It has become similar to PR that is used traditionally to influence people, in addition to popularizing brands and influencing buying. PR conducted digitally will by its very nature reach a much wider audience than will a press publication, a book, billboards, or a trade magazine.
Effective PR online is highly dependent on the rank in search engines that the content you publish on your own web site or that of others. This approach to public relations over the internet can influence traditional writers, columnists, bloggers, other web sites, users of social media, and all web searchers, besides others. Quality content and the use of the right keywords determines the effectiveness of the of this digital exercise of public relations.