One of the most important factors of successful Online PR is relevance. As soon as someone spots a relevancy inaccuracy in your site or information you publish you will instantly find yourself in trouble. The more relevant you are to what your target audience want to see, the better.

Relevance is sometimes ambiguous and it does seem like a very simple thing to get right. However, many people and companies think they are being entirely relevant, but they are only thinking of relevance in terms of it being relevant to them. You may know something about your industry and think of something that is entirely relevant to your own knowledge, but the person you want to communicate a message to may never have thought of that as being relevant and may not understand where the connection comes in. Then they will think that the message isn't relevant to them, they won't distribute it freely and they won't do any of the work you want them to do!