For big, larger than life plays, successful web PR is based on great content and pull ideas that tell a story. But what about the less obvious yet more frequent daily mentions, links and endorsements that are a regular part of the web? They’re not about buzz so much as they are about relationships.
Buzz is a vital element of digital PR, however that’s just half the equation. The other half is relationships, something the web lets you form organically over long periods of time. Buzz is the first step, the introduction, the way to get on the radar of those you are looking to connect with. Without buzz you have nothing, but buzz without forming relationships puts you at the same spot.