Getting in at ground level has its ups—and its downs
It truly is an exciting time to be entering the world of online PR. Not everyone is quite sure what they’re doing, or the most effective way to do it, which amounts to a lot of slip-ups. On the flip side, there are a lot of triumphs as well.
When a company succeeds in the online PR game, the response is immediate. Due to the speed with which a blogger can post, when a campaign takes off, someone, somewhere is writing about it. Be it AdWeek or your Uncle Ed, when the fingers start typing they don’t stop, and if it’s good news you better believe you’ve hit the online jackpot.
But if it’s bad news… watch out. A downside to the aforementioned speed with which things can post is that before people even research a single word, they have already posted their opinion on the matter. With no editorial hierarchy in place to check for those silly little things called ‘slander’ and ‘libel,’ its been extremely easy—and common—for reputations to be ruined in a single afternoon.
So be careful out there–the world wide web can be a dangerous place indeed.
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