For today's exclusive main feature
, Creative Traction's Duane Brown presents the first part of his new regular series exposing the inner workings of video game PR with an informal introduction to the key elements of effective online public relations.
In this excerpt, Brown says that while the internet might present one of the most powerful new tools in spreading a message, that message can spread just as quickly if the public doubts the sincerity of your message:
"Online public relations is providing greater tools and opportunities that are equal to, or even eclipse, what is currently available today. You can now reach anyone in the world with an Internet connection in an instance. You can build communities around your product and increase your goodwill.
However, the public now has the same power if they feel you are not telling the truth. A message, good or bad, spreads fast on the Internet, and you don’t have the luxury to ignore or pretend it doesn’t exist anymore. For example, Sony’s fake PSP blog from late last year, which we will get into in our next column.
In this column, we are going into the different areas that online public relations cover. In future columns we’ll cover how to use these different areas, how to do it safely, bridging the gap between online and offline PR and lastly, what tools to use to track your messages once it’s out there."
You can now read the full Gamasutra feature on the subject
, with more from Brown on the different types of tools that exist on the internet to utilize in an effective PR campaign (no registration required, please feel free to link to this column from external websites).