An effective use of online PR is the use of advertisements. Advertisements are such a great cost efficient way to get a client's name across to a mass audience. Internet advertisements are on the climb and will continue to increase as technology becomes even more pertinent to consumers. An example of marketing a client through PR advertisements on the internet is on the gossip website perezhilton.com. Although it is seen as "gossip" which can sometimes have a negative connotation, the audience that will be watching ThE Hills for example, will be the same group of people that go onto perezhilton. So advertising on perezhilton.com is very effective.
While giving away free merchandise is important to luring consumers in, it is also not necessarily helping the client at all times. For example if your client is a music artist then by giving away constant free music will send the message of don't buy the album but come on the website and you can get it for free. While there should be some enticements, giving away a product that's controversial is sending mix messages. I think free music downloads are controversial because the music industry is trying to fight hard to stop illegal downloading so promoting free music downloading isn't necessarily the best promotion for the client.
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