The basic premise of online and offline PR is about getting an engaging message in front of target customer groups. The reality though is that online press releases if done properly can deliver wins on multiple fronts. While an offline release is designed to get out a message, create buzz and interest etc a well planed & executed online PR story can deliver targeted web traffic, gain high search engine rankings, build powerful back links (great for seo) as well as having the potential be picked up by other news sites, blogs, TV, offline press etc.