Chapter 12 Notes

Notes taken from:Public Relations Writing and Media Techniques

Tapping the Web and New Media

The World Wide Web is the first medium that allows organizations to send conrolled messages to a mass audience without the message being filtered by journalists and editors

PR practitioners use the internet and web to disseminate information to a variety of audiences and also use the Internet for research

Web writing should be nonlinear: short and to the point

Written material shoudl be in short, digestible chunks.

     Two or three paragraphs

Characteristic of the Web:

     1. easy updating of material

    2. instant distribution of information

    3. an infinite amount of space for information

    4. the ability to interact with audience

3 kinds of blogs:

     1. corporate

     2. employee

     3. third-party


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