Online PR can give brands a huge boost. At the Red Cross, our recent campaign to raise awareness of the role of civilians in conflict situations was reported in 133 online articles with a potential audience reach of 27.4 million. This led to more than 7,000 people engaging with our work by signing up to our online game, Traces of Hope.
Agreed, online PR isn't right for all situations. But with the right thinking it can indeed create real value.
Tim Pemberton, head of communications co-ordination, British Red Cross