The digital PR has rapidly taken control over shaping, packing, and sharing information. This leaves traditional PR behind by miles, which is more time-consuming and less effective. Sharing information is the most important thing in PR practice. Internet is a free distribution source, which helps online PR people to deliver their message without spending a lot of money. However, PR practitioners need to be very careful using online communication tools for distributing press releases, media kits, brochures, speeches, podcasts, and videos. Remember, if we commit a mistake in sending out our message then it is out there forever.
The Public Relations Writer’s Handbook emphasizes on the writing. The books suggest that PR writing should be clear, accurate, vivid, detailed, cohesive, and grammatically viable. He also emphasizes that as the search engines in internet are to find information about any topic or key words assigned to it, therefore, the topic should also be very clear and to the point so that more and more people can use the source through these search engines.
This was for the web surfers who want to see some information of their interest. Furthermore, he gives us some reasons for the importance of the first page material to be very attractive and lively so that the readers want to read more and do not get bored with the material inside the articles provided in a digital PR page.