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Chapter 12

Posted in Reading Notes by Maggie on July 1, 2010

This information is found in PUBLIC RELATION WRITING AND MEDIA TECHNIQUES, 6th edition, by Dennis L. Wilcox.

Chapter 12: Tapping the Web and New Media

It is estimated that over  1.5 billion people are regular internet users.  With this many people logging on to the web daily, the internet can be used as a tool to reach many people in a short amount of time and with little cost.  Information can be updated quickly, users can be involved interactively, mass amounts of information can be found, and users can access details about a company’s organization in a very short amount of time. 

Professionals who write specifically for the web point out that it’s important to remember to:

  • Define the objective of the site
  • Design the site with the audience in mind
  • Update constantly
  • Don’t overdo the graphics
  • Make the site interactive
  • Use feedback

Blogs are now practically a mainstream in social media.  Blogs are used by millions of people because of their versatility, low costs, quick and easy update techniques, and because people can write about what ever they want or feel. 

A few common types of blogs include:

  • Corporate blogs- written about an organizaiton by an executive and represents the official voice of a company
  • Employee blogs- written by employees to share information with others about what is going on in the inside of the company and what they have been working on lately
  • Third-Party blogs- written by outsiders of a company sharing their ideas or opinions about the company or services or products they received

Other popular social media outlets used today include:

  • MySpace
  • Facebook
  • YouTube
  • Flickr
  • Second Life
  • Twitter

Podcasting, texting, and Wiki’s are all common techniques for sharing multimedia information.  Today, these can all be used as tools to reach audiences by PR professionals.

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