Online PR is about using the internet other resources within including podcasts, blogs, videos to deliver messages to stakeholders of the company. It can also lead to profits due to the ability of reaching a mass audience and becoming a powerful online presence able to convert leads into sales. Website traffic can be increased along with search engine rankings. It also changes the way people think and feel about your brand by becoming an authoritative voice in the industry. Customer relations are improved due to creating a way for the company to directly engage consumers and to receive feedback. Below are a few sites that can be useful for Australian online PR.

PRWire
http://prwire.com.au/

PRWire helps provide a platform for media and journalists to track and view media releases. Their releases are fed into the IT Journo and Journo.com.au which is used by hundreds of journalists in Australia. They also cater to search engine optimisation, driving traffic to your website and increasing search engine rankings. Customisable RSS feeds are offered allowing companies to add a media release section that will increase page impressions. PRWire currently has no cost for qualified users and are accepting releases from Australian and New Zealand businesses.

We Are Social 
http://wearesocial.com.au/

We Are Social is an agency that offers an understanding of social media, PR and marketing skills. They focus on creative and effective social media marketing and communications. They also provide consultancy by advising on crisis planning, social media advice, providing bespoke training, implementing listening and responding programmes. By performing influencer campaigns, conversation platforms, advocacy programmes, community building and management, social applications, conversation response and reputation management, We Are Social are able to engage social media with meaning conversations and positive word of mouth. with all these areas listed, they are able to combine their knowledge of brands, marketing communications with creative technology skills.

Source Bottle
http://www.sourcebottle.com/ 

Source Bottle connects journalists, writers and bloggers with a source. This is done by emailing 'call outs' to subscribers of the site from journalists, writers and bloggers. For these writers, they can post a call out on the site whenever they like with no charge. These are then emailed to subscribers who have registered for the chosen topic/s, posted publicly on the site and broadcasted to social media sites such as Facebook, Twitter, LinkedIn. As mentioned, subscribers will receive alerts for the topic/s they have chosen and are interested in. There is also a paid service where writers can request subscribers to send out samples, giveaways, prizes and case studies for media pitches.