The recent buzz around WebPR, Optimised Press Releases, Online Reputation Management, and Blogging etc. is causing quite a stir. It seems there is a whole new lexicon emerging and many are struggling to keep up with the eMarketing geeks and their fancy new terminology. However, the bottom line is that the fundamentals of good PR still apply - it's only the medium and methodology that are changing. So, with my broadband connection inserted intravenously, I am going to attempt to give you the low-down of what it's all about.

WebPR should be split into two different tracks: 'listening' and 'talking'. While both require independent skills and tactics, they are still inherently tied together - a bit like bangers and mash.

First the Listening

Given the harsh reality that your customers probably don't care about you, let's begin with what I consider the more important side of the equation: the 'listening'. On a basic level, this involves monitoring the Internet for conversations about your brand and even your competitors' brands. Tracking blogs, websites, chatrooms and wikis via tools such as Technorati, Pubsub and Google Alerts can deliver this info directly into your email inbox or RSS feed reader (...if you don't know what an RSS feed reader is, stop reading, slap yourself, and go and find out!).

With a collection of information-seeking robots at your disposal, it is relatively easy to keep your finger on the pulse of what is being said. The skill is in distilling this information into something you can use so that you can devise strategies to manipulate the conversation to go in the direction you want it to. While it's impossible to 'control the conversation', being a part of it, and influencing it, is critical for the survival for any brand in today's hyper-connected world.

Then the Talking

Now for the other side of WebPR: the 'talking'. Outgoing communications can take a huge variety of forms online. One such method, online press releases, should deliver value to the reader since as mentioned before; people don't care about your brand. If you've just opened a new office in Timbuktu, people don't give a damn, but they do care about things that help them - so valuable enriching content is a must. Secondly, online press releases should drive traffic to your site (your website is not a fancy brochure - it is a marketing tool that needs visitors to become customers). To achieve this, press releases need to be search engine optimised to contain related key phrases and links.

Tying in with online press releases is the writing of feature articles which offer the opportunity to jump even further onto the value bandwagon, allowing you to become the dominant opinion leader in your industry. For example, if you sell holidays to Cape Town, your online marketing efforts will greatly benefit if your target market considers you a leader in this field. This is where 'value-content' comes in. Articles containing information for the potential traveller, such as "The Top 10 things to remember when travelling to Cape Town" are value-adding - people love this stuff! The valuable nature of this content means it attracts links naturally - the Valhalla of SEO. It should also contain an understated mention of your brand. And, if published on a third party site, should carry a link back to your own website. This drives site visitors who are automatically predisposed to your brand, and therefore are more likely to engage and buy your product.

Another critical aspect of the talking side of WebPR is your voice in the blogosphere. This can take on many forms. For example, your company should have a 'blog' and your staff should be encouraged to blog. But, perhaps more importantly is listening to other bloggers - what they say about your brand and then commenting and responding where appropriate. There have been numerous examples of brands cut to shreds by ignoring the blogosphere. Kryptonite springs to mind and the once mighty Dell is undergoing a serious beating.

On the other side of the coin are brands that have embraced rather than shunned the blogosphere, and they have grown leaps and bounds as a result. South Africa's own Stormhoek Wine is a perfect example of this. They practically launched themselves using blogs and, after chatting to their marketing team, it is obvious that this campaign has become the stuff of legends despite a meagre budget.

Balance is Key

The key to effective WebPR is balancing the two sides: 'listening' and 'talking'. Too much talking and you become an out-of-touch loudmouth; too much listening and the conversation can go in the wrong direction. Once you have found the balance, it's like finding 'Zen' for your brand. Now, like never before, the opportunity to pay intimate attention to the market, and participate in a conversation that drives perception and ultimately purchases - is outstanding. Don't bury your head in the sand on this one.