I attended the e-consultancy online PR round table the other evening with attendees from E-consultancy, immediate future, Market Sentinel, Net-A-Porter, NTL, Prudential, Signet and TradeDoubler.  The discussion that took place in United Business Medias offices with stunning views over the Thames raised interesting points about what companies should be doing to manage their online PR.

What became evident was how central to the online PR mix search was;  from algorithic optimisation through to effective press release optimisation in order to achieve better coverage through aggregator channels, even blog aggregators.

The other main concern people had related to the etiquette of responding to blogs and bad PR online, how should they approach it. Linus at e-consultancy has published a summary here for those of you who are interested:

http://www.e-consultancy.com/publications/online-pr-roundtable-2005/

If improving your releases reach, longevity and value proposition via online channels is interesting check out our SEO PR service...PR agencies are also welcome :-)