It never ceases to amaze me how blinkered we can be. We get comfortable in our bunkers and stop looking around for new ways to do our job.

What has gotten me so incensed is the failure of the sector to make use of online PR opportunities. A small but high profile charity client has just launched a new site. They sent out a standard press release to the 'usual subjects', all offline media. They failed to send the release to any online press.

Most large news organisations now have two sets of editorial staff; print and web. They may add print stories to the web, but they also produce a whole range of online news which never goes to print.

Perhaps even more important is the fact that they have a very limited amount of space in print, but unlimited space online. So they are far more likely to publish something online than offline.

Add to this the plethora of online news magazines which specialise in web news and it seems that we are missing a huge opportunity to publicise at least our online stories to these online media.

All of the major newspapers, TV and radio stations have websites. Whatever your niche; international, national or local, there are online editors to target.

Almost all magazines have web news, from 'water active' to 'mens health' to 'nursery world', so again; whatever your niche there will be websites who will publish if they think it suits their audience .

And finally the e-magazines. There are dozens, and all of them run charity sections and stories. The better known include Third Sector, Marketing Week, PR Week, Brand Republic, Precision Marketing and Professional Fundraising. The e-zines include CharityComms, MAD, NMA, Revolution, Response Source Community Newswire and UK Fundraising.

Then there are the social media/techie sites, so if you have used technology in an exciting way try bcs.org, netimperative.com, vnunet.com and site like webware.com and socialmediaportal.com.

Whatever you have PR about take advantage of the vast array of websites out there and publicise your organisation online as well as offline.

Sue Fidler