I have just read the latest figures in online page impressions for newspapers. This is a trend that we have been seeing for a while now and is one of the key reasons more companies are looking to include online PR as part of their PR programmes.
In addition to widening PR outreach to online media, brands should be aware of the impact this has on the shelf life of news. Newspapers have a couple of lead stories that will stay current for the day. However, tradition has it that at the end of the day, newspapers are thrown away and the story may rarely be mentioned again.
Online news however, will stay current for only a few hours, or maybe even minutes – only until the next story breaks. But this time the story is archived online and anyone researching a company is likely to find the story time and time again.
Many brands are starting to manage their online reputation and this management needs to include knowing what has been said about you as well as what is now being said.
