Perhaps more strategic than practical, but Technology and PR - uneasy bedfellows? offers a good background to using the Internet for PR.

The title of this article - Yes, You Should Still Optimize Press Releases - says it all. Some good tips though.

OK, strictly speaking, this one - Marketing to the Media - isn't about online PR, but it is associated.

In the PR section of my latest book I make the point that organizations can 'manufacture' events which they can then publicize. This article - How To PiggyBack On Events (And Get Great PR) - follows the same tack.

That PR is now picked up by consumers (as well as journalists) is addressed in this article - Direct-to-Consumer PR Reflects Power of DIY - which offers tips for creating successful direct-to-consumer PR.

This one - Online reputation management avoided by PR people - is a bit of a rant that will upset PR folk who do do their job properly, but it does raise some good points [Note that it is about PR more than reputation management, so it is the right section of this page].

This article - 8 Types of Reputation Management Issues - is from a practitioner who uses it to drum up business - and I say that as a compliment, it means he knows what he is on about.

A guide to budget online reputation management.

Great title, good advice - Reputation Management: That Brand Thief Stole My Clicks!.

Here's a list of Online Reputation Management Articles from the same blogger.