Online media are communications tools. They join hundreds of communications tools in use. Online media allow: multimedia, push and interactive communication, speed of delivery, wide choices in formatting and presentation, localized and international reach, timely and timeless, and a variety of technologies.
According to the post "Integrating Online PR" on Horton: Online PR , "when other corporate media are integrated and directed toward a specific result, online public relations should integrate with them. When other corporate media are not directed toward a specific result, online public relations activities need not integrate with them."
Online PR can be used as a supplementary medium to reach target audiences. As shown above, the online media allows a great variety of uses. Therefore, it is important to know when to integrate online PR with other media for greater and better results.
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