In addition to print, radio and TV, another essential channel of communication has come into being with the triumphal march of the World Wide Web:
online media. On the one hand, these include online offerings of established magazines; on the other hand, in-house online portals and blogs as well as special video channels – the majority of which remain greatly popular – have also come into being. And then, of course, there is also the high-profile group of social media platforms such as Facebook, Twitter and Xing.
Communicating information via online media often requires much less effort than via traditional media – however, it may also be less resonant to a certain extent. Numerous online media can be used via special PR portals without the need for the editorial intermediate step, but these do not generally draw a great deal of attention. It is also possible to post information on social media; however, this contains many potential pitfalls.
The placement of information in the online editions of print and digital media, on the other hand, takes a lot of effort on the part of the PR agency. Ultimately, the PR agency must meet the same demands as in the traditional print media if they are to achieve a successful corporate communication: an appropriate thematic style, top-quality journalistic articles and, last but not least, stable contacts. If an article does not make it into the print edition, it may often be flexibly placed in the online edition and thus generate the desired response.