Public relations isn't something most people starting an online business think about. Why is it so important to someone in business?

I think too many people who run online businesses serious shortchange themselves by only concentrating only on online marketing channels and ignoring the broader offline world of their prospects. Why pursue PR? Because no other marketing method delivers so much impact for so little investment of time and money.

Should someone who is running an online business worry about building their reputation offline? Why?

Online marketers should consider PR for two simple reasons: to achieve visibility and to establish credibility. Regarding visibility, prospects are influenced by mediums other than the Internet. They read newspapers, magazines and listen to the radio. To reach your market niche comprehensively, you need to explore ways to reach your prospects beyond the Internet. It will help you drive traffic to your web site.

Establishing credibility and visitor trust is a real challenge for online businesses. As we all know, consumers are more skeptical than ever. You can't just tell your visitors to trust you, you must show them you are trustworthy. PR can help you do that.

When you read about a business in the newspaper or hear about it on the radio, chances are you immediately elevate that business above its competitors. It has solidity and credibility. Anyone can publish an article online, for example, but not everyone can publish the same article in a magazine.

On the web, it's hard to know who's for real. Personally, I'm almost always more likely to spend my money with web sites that demonstrate credible links to the offline world. I immediately feel less skeptical when I see web sites that have been profiled in newspapers, or web site owners who publish articles in magazines and newspapers.

Ultimately, becoming slightly famous is about earning a place of trust and distinction in the minds of your best prospects. A total public relations mindset--that embraces not just online PR but offline channels as well--will help you build the "trust" factor into your business.