When online offerings need enhancements to boost their promotability, technical developers should join the promotions group. In both traditional and online media. It is dangerous to ignore either when communicating to target audiences. Online media are not so prevalent and targeted such that one can avoid use of newspapers, magazines, television and radio. Constantly if you want to keep your site before target audiences.
Online promotion creates awareness then enhances it.
As in most public relations activities, you have to remind your audience that you are available to them. Use traditional and online public relations techniques. Online techniques include search engine listings, news group announcements, online media contact. Traditional public relations techniques include news releases, letters, press kits, photos, video, etc.