PR Chances are you've spent the time and money to ride the technology tidal wave to build your product or business thus far. So why not continue to ride that wave in your publicity practices. The number of online news services and Internet news sites has increased more than twofold in the last 2 years. It's a wonderfully reciprocal relationship that can play right into your publicity plans. Pitch basically as you would the mainstream media, but with an online slant.
Many outlets like to be pitched through the website itself.
Tell them why the story should run in the online venue as opposed to OR in conjunction with the brick and mortar media outlet. Buy your own bullhorn, so to speak. Have your staff or a hired PR pro compose your campaign and be the exclusive distributor so that the electronic link is a direct one back to you, not some release service. Spend the time to generate strong traditional AND cyber-media contacts and capabilities into the new millennium. In order to sell a product, that product must fill a need.