Reading 18.1.

These are the primary Internet uses:

•E-mail distribution. This electronic mail includes messages to individuals, newsletters to staff members, transmission of news releases and “pitch” letters to media offices, and dispatch and receipt of copy between public relations firms and clients. Many e-mail systems now accept hyper-text e-mail that presents images in full color when the e-mail is opened.

•World Wide Web sites. These sites provide a way for organizations to tell Internet users what they do, publicize projects, and advocate policies. Edelman Public Relations Worldwide, for example, provides information about its clients. Ketchum Public Relations offers recipes from its food product clients.

•Brochureware. Although this term is used ironically by those who envision websites as a unique new channel, much of the content on websites is little more than an online version of the brochures and collateral materials that organizations provide to stakeholders. Now, however, interactivity and video clips distinguish brochureware from its print predecessor. Public relations professionals should capitalize on such characteristics.

•Usenet discussion groups. Individuals concerned with a certain issue discuss it by making comments and reading responses of their participants. Sometimes this exchange is called an electronic bulletin board. Usenet groups also are used for audience research, in which a

participant requests opinions and facts.

Here are some specific examples of how the Internet is used in public relations practice:

•Firms not only pitch stories to journalists via e-mail, but also respond rapidly to stories.

•Organizations increasingly set up websites to serve informational needs of reporters, especially during a crisis or a breaking news situation.

•Companies have used webcasting to increase coverage of important news conferences by broadcasting video footage over the Web.

•At least 400 health care organizations and companies use their websites to distribute medical information.

(Wilcox, Dennis L., et al. Essentials of Public Relations. New York: Longman., 2001. P. 367-369)

Say whether the statement is true or false:

1.News releases can’t be sent by e-mail because it lacks some necessary features.

2.Public relations agencies shouldn’t publish information about their clients on their websites.

3.Brochureware is similar to printed information about a company, but it also offers some interactive features.

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aligned with the interests and concerns of their publics. Here is how Web 2.0 features can be incorporated into public relations activities.

•Blogs. A blog is a website where entries are written in chronological order and commonly displayed in reverse chronological order. Many blogs provide commentary or news on a particular subject. A typical blog combines text, images, and links to other blogs, web pages, and other media related to its topic. Blogs are extremely flexible PR tools with features and options that make them excellent power engines for the most different types of online communication efforts. A blog provides a direct voice from a company bridging its mission inside the organization with the customers out there. The blog shows that there is someone "real" talking and responding to the continuous market conversations being engaged by the existing and potential stakeholders.

•Podcasts. Podcasting is a method of publishing files to the Internet, and then allowing users to subscribe to a feed and receive these new files automatically by subscription, usually at no cost. Podcasts are primarily used for audio files that can be downloaded on any computer or any MP3 player. Podcasts are a great PR tool. They are cheap to produce. They allow companies to promote their products, technology, services and methodology directly to their customers as well as the media and the blogosphere. Many podcasters use the interview or roundtable format to discuss an issue of interest. A PR practitioner’s client could host a podcast on a hot topic related to his/her business and invite experts such as a customer, an analyst or a journalist. A podcast could be part of a tradeshow PR campaign where the client introduces a new technology or wants to be part of the latest trade show buzz. A series of podcasts on one particular issue can also support a company’s sales campaign and its issues management.

•RSS. RSS (Really Simple Syndication) is a form of web syndication used by websites and weblogs. RSS allows you to customize the news sources you need to get on a daily basis. Therefore, RSS makes the process of monitoring content updates much more efficient. PR professionals can help find, compile and remix relevant content to meet the specific informational needs of their clients. Using RSS a PR practitioner can feed the client all the pertinent information about competitive products on the markets and what customers say about them in user forums and other CGM (Consumer Generated Media) sites.

•Wikipedia. Wikipedia is the popular online encyclopedia completely generated, edited and updated by Web users. Not only is Wikipedia a great channel for getting an organization’s message out, the technology that makes it work is available to incorporate into an organization’s Web site. Using wikis, an organization may enlist its customers to help collaboratively produce how-to guides for their products – or might present new product

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