The document summarizes key points from a webinar by Lisa Buyer on practical methods for online PR success. It discusses how today's press releases can be distributed via social media in 140 characters or less and reach audiences directly. It emphasizes optimizing press releases with keywords to get search engine and social media visibility, as well as measuring and reporting news via social platforms like Twitter, Facebook, and LinkedIn. The webinar provides tips on writing optimized online press releases and using keywords and social media to distribute and promote news.