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April 28, 2010, 12:35 am
Filed under: PRCA 3330 Reading Notes

Dennis Wilcox’s Public Relations Writing and Media Techniques covers Tapping the Web and New Media in chapter 12.

This chapter talks about the world-wide web and the advantages, techniques, improvements, and uses for PR  practitioners. Wilcox’s text says, “The number of worldwide Internet users is estimated to be about 1.5 billion people.” This clearly explains why public relation practitioners use the Internet to distribute and find information.

The chapter discusses the helpful characteristics of the Internet for distributing information:

  • Information can be updated quickly without hassles.
  • Interactivity. Viewers can comment and ask questions.
  • Online readers can dig deeper into subjects that interest them.
  • A great amount of material can be posted.
  • It is cost-effective.
  • You can reach niche markets and audiences on a direct basis.
  • Anyone can access information about your organization 24/7.

PR organizations can create websites to share information about their organization on the Internet. Here are a few tips discussed in the chapter:

  • Use hyperlinks. Exchange hyperlinks with another company. A hyperlink allows viewers to be directed to your webpage. More hyperlinks increase your ranking on search engines.
  • Make sure that your website is easy to navigate.
  • Make your site interactive. Allow viewers to leave comments and ask questions.
  • Always improve your website whenever possible.

PR people use more than just their own webpages on the internet. Most people or organization have blogs as well. The chapter says, “There are an estimated 112 million blogs, and 120,000 blogs are created everyday around the world.” The internet can also be sued to access social networking sites such as Facebook or MySpace. YouTube is the “King of Video Clips”. According to the chapter, “YouTube hosts about 100 million daily video streams.” Other websites such as Flickr, a photo sharing website, Twitter used for microblogging, and Second Life, a virtual life website, are all ways that Public Relations uses the internet.

This information and more can be found in Public Relations Writing and Media Techniques Sixth Edition.

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