New research has revealed that more than half of marketers use tactics such as search engine optimisation, pay-per-click and email newsletters for PR purposes.
According to the poll by Citigate Dewe Rogerson, 51.4 per cent of marketers in the UK and Ireland have done so, with almost two-thirds of respondents suggesting that internet-based PR was important.
However, just over four in ten marketers said that they did not have the in-house digital skills to develop a sound online PR strategy, while 31.2 per cent indicated that their organisations did not fully understand the business benefits of internet PR.
A significant proportion of brands were also found to be neglecting social media platforms such as Twitter, blogs and social networking in their PR campaigns - potentially missing out on a key way to reach younger consumers.
Phil Szomszor, head of digital at Citigate Dewe Rogerson, remarked: "Companies can learn a great deal from those brands that are already blazing a trail with online PR, including the need to measure results, involve a wider range of disciplines, secure senior management buy-in and use a wider range of tools and channels."