Getting maximum awareness for a clients news and answering all possible questions is key for any PR agency.

But what about the online audience? It is possible to put a press release online (many agecies still consider e-mailing a Word document via a press wire service as an online release). What about a real online press release? A multi-media PR micro-site? What about using video for a virtual 'press conference' and then opening up a Forum for ongoing Q&A? What about using blogger out-reach programmes, the PR agencies own blogs, Twitter and other social media tools as part of the PR programme?

Check out how two airlines are approaching the online world.