Online PR is similar to traditional offline PR which informs, educates and therefore influences identified publics to achieve desired objectives. The influence could come from a story in a magazine, newspaper or online blogs with pick-ups from other online sources, including social media. It is a tactic used by brands to increase their online visibility through building relationships with key content writers and online journalists to gain ‘press hits’, or citations, and high quality backlinks. One can use proven public relations (PR) tools to build positive relationship between a business/brand and its customers or convert potential ones to customers. PR tools are very cost-effective to build sustainable reputation over time.