Public relations can be quite an adventure – much like the sport of kayaking. You may find dangerous currents as you venture forth, but the rewards can be many. By following some of the lessons I learned in kayaking, you can create an Online PR campaign that will take you where you need to go, even when you face some stormy seas.

1. Have a destination in mind
When I kayak, I don’t just plop the boat in the water and paddle aimlessly. I have a destination, even if I’m only out on the water for a couple hours. I like setting a goal: “I can get to the lighthouse and back in a couple of hours.” Sure, I want to have fun, yet just this simple destination mindset keeps my performance on track.

With Online PR, the destination is the outcome. What do you want to happen with an optimized press release? I’m a big advocate of action-driven, direct response optimized online press releases rather than vague brand and awareness-oriented online press releases.

2. Come From Your Core
How do you spot an inexperienced kayaker? (No, not someone who flips over! That happens less than you might think.) The answer? They’re all arms. In short, they use their arms for paddling and as a result, they tire quickly. Coming from you core means using bigger muscle groups, primarily your chest and torso, and let your arms follow through that momentum.

Using your torso and having your arms follow is how I can kayak for hours on end, even when paddling upstream.

With Online PR, what are your core strengths? Are they coming through in your optimized press releases? Online PR is a proven way to demonstrate you are an expert authority. Don’t shortchange your optimized press release because of conforming to an out of date notion of what you think a press release should be or do. Today, properly optimized press releases are a cost-effective method of reaching your target market directly.

3. Streamline: Only Essentials Matter
Ever notice how skinny a kayak is compared to a canoe? Bottom line: space is at a premium. Whether it’s kayaking for a day or a week, you are forced to pack light. Really, really light. It’s a tough choice on what stays and what goes. (Of course, one delightful surprise was on a week long, guided kayak trip the trip leader unveiled ice cream packed in dry ice!) In that case, I was more than willing to make an exception!)

Now with Online PR, is your optimized press release full of meat or fluff? If you make claims (‘We’re the biggest, highest quality, etc.”), can you back up those claims with facts? Were you in such a rush to get out the release, you didn’t edit mercilessly? With those quoted in your release, whether you or a third party, are the quotes written in easy to consume sound bite form, or do they drone on for lines at a time?

If you answered yes to any of the previous questions, get out your red pen and edit.

4. Meet Rough Seas Head On
I’ve kayaked on four continents: North America, South America, Asia and Australia. The roughest seas I ever encountered? Off the northern most tip of Cape Breton Island in Nova Scotia. The waves and swells were over 6 feet and the water was bitter cold. There were about 10 of us in a group and I was one of the few that didn’t capsize.

Our group leader taught us an effective technique of battling the big waves. Paddle directly toward the wave rather than wait and have it wash over us. And paddle head on, perpendicular to the wave. That’s because if we paddle towards a big wave at an angle, we expose our lengthy kayaks to the entire wave, making us much more vulnerable to tipping over. Conversely, by padding towards the wave head on, the wave hits a smaller surface area, that being the tip or front of the kayak, so we’re more stable and less prone to be knocked over by the wave. Make sense?

Now with Online PR, don’t tiptoe around a problem. Address it head on. Screw up, and you need to set things straight. In public relations it’s called “Crisis Communications.” Sometimes PR is about damage control. The worst thing you can do is not take responsibility. No one likes or respects or trusts someone that points the finger at someone else.

Another thought on the “rough seas” with Online PR: if you get negative feedback regarding any optimized press release, especially one seen as controversial, follow up with another optimized press release immediately. Don’t wait. But don’t apologize either. Come from a place of integrity.

5. Keep The Right Tools Close At Hand
When I kayak I always have necessary tools within easy reach. (Not like I can get up and walk around in a kayak!) Obviously, a life vest is a no-brainer. But I also bring along a whistle, multiple water bottles for hydration, a bilge pump, my cell phone, food/snacks to keep my energy up and a first aid kit.

In kayaking and Online PR and optimized press releases, it helps to be prepared and keep necessary tools within easy reach.

Here’s my “right tools” list for Online PR

1. A good keyword research tool (You can start with Google’s, it’s free.)
2. An optimized press release template (You can download one free)
3. Google Alerts: a great way to keep you finger on the pulse of what’s making news in your market
4. Step-by-step training and tutorial materials: Online PR Made Easy provides such instruction
5. An online press release “idea starter” list (Can be a list of headlines, ideas, etc.)
6. Templates in word and excel to help automate repetitive tasks as well as serve as a guide for your outsource team

To be successful with Online PR rely on your core strengths to carry you through. You need to produce factual, straightforward press releases, not “press release spam”. Maintain your integrity at all times, and utilize the proper tools for creating online press releases. I used kayaking as a metaphor to make these tips memorable. You can do the same with your subject matter and create an Online PR campaign that will power you through the roughest storms and help you meet your goals.

Author Bio: Got PR 2.0? Visit http://www.30minutepr.com for the latest Online PR tips, trends, tools and techniques – on a time budget. Marc Harty is an Online PR expert, professional speaker, Internet marketing strategist and CEO of MainTopic Media, Inc.

Category: Marketing
Keywords: marketing,online pr,web pr,internet pr,publicity,branding,public relations,pr