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CHAPTER 13
Copyright © 2001, Prentice Hall, Inc.
Consider these NET facts:
In 1999:
 The Internet economy grew 68 percent.
 One-half TRILLION $$$ spent on the Net.
 Americans spent $20 BILLION retail.
By 2001:
 U.S. trade will top $251 BILLION.
 Eleven MILLION households will make their
first online purchase.
 Retail shopping will top $100 BILLION.
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Public Relation’s Net Use
will increase because…
…consumers
want to be
educated not
just “sold”
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Public Relation’s Net Use
will increase because…
…communicators
can respond
instantly to emerging
issues and market
changes.
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Public Relation’s Net Use
will increase because…
…the Internet allows
“narrowcasting.”
Customizing
messages to
targeted
audiences
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Public Relations’ Prominence
in Cyberspace includes:
I.
Email
II. Web Sites
III. Online Media Relations
IV. Online Monitoring
V. Product Promotion
VI. Investor Relations
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Public Relations’ Prominence
I. Email
For external use, be sure to:

Restrict your message to one
screen

Link content to other material

Disseminate messages
regularly

Encourage feedback
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Public Relations’ Prominence
II. Web Sites
a. Designing a Web Page
Ask yourself:
What is my
specific goal?
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Public Relations’ Prominence
II. Web Sites
a. Designing a Web Page
Ask yourself:
Will I be ultimately
responsible?
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Public Relations’ Prominence
II. Web Sites
a. Designing a Web Page
Ask yourself:
What content
should I include?
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Public Relations’ Prominence
II. Web Sites
a. Designing a Web Page
Ask yourself:
How often will I
edit content?
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Public Relations’ Prominence
II. Web Sites
a. Designing a Web Page
Ask yourself:
How interactive
will it be?
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Public Relations’ Prominence
II. Web Sites
a. Designing a Web Page
Ask yourself:
How will I enhance
its design?
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Public Relations’ Prominence
II. Web Sites
b. Managing the Web Site
All links should work.
Make contact
information available.
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Public Relations’ Prominence
II. Web Sites
b. Managing the Web Site
Place most important
information on the left.
Use standard color
schemes.
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Public Relations’ Prominence
II. Web Sites
b. Managing the Web Site
Make the site easy to
use.
Make sure the site fits
your purpose(s).
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Public Relations’ Prominence
II. Web Sites
c. Does Your Web Site Follow:
The
Presence
Model
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The
Informational
Model
The
E-Commerce
Model
17
Public Relations’ Prominence
II. Web Sites
c. Does Your Web Site Follow:
The
Presence
Model
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
Designed to establish a
presence on the Web

A promotional tool
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Public Relations’ Prominence
II. Web Sites
c. Does Your Web Site Follow:
The
Informational
Model
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Designed to provide
comprehensive
organizational material
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Public Relations’ Prominence
II. Web Sites
c. Does Your Web Site Follow:
The
E-Commerce
Model
Copyright ©2001 Prentice Hall, Inc.
Designed
to establish
sales
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Public Relations’ Prominence
III. Online Media Relations
 What are the advantages of a digital
press kit?
 What products do you think
couldn’t be launched over the Net?
 What possible disadvantages arise
from interviewing over the Net?
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Public Relations’ Prominence
III. Online Media Relations
The Web Site Newsroom includes:

News Releases

Interviews

Executive Speeches


Annual/Quarterly
Reports
Photographs,
Profiles, Ad Copy

Digital Press Kits

Annual Meetings
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QUICK QUIZ
What are three types of …
?
General
Wires
Financial
Wires
Paid
Wires
Associated
Press
Dow Jones,
Reuters,
Bloomberg,
Bridge News
PR Newswire,
Business Wire
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Let’s Discuss

Permits immediate communications,
without a journalistic intermediary

Allows for targeting audiences
(narrowcasters)

Has proliferated because of online
magazines (ezines)
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Public Relations’ Prominence
IV. Online Monitoring







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Discussion Groups
Chat Rooms
Rogue Web Sites
Urban Legends
Rumors
“The Thread”
“Whisper Campaigns”
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Public Relations’ Prominence
V. Product Promotion
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Public Relations’ Prominence
VI. Investor Relations
The Net provides:

Controlled medium

“Real-time” information

Equal opportunities for
all investors
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Public Relations’ Prominence
VI. Investor Relations

E-reports are more
easily integrated with
other communications.

E-reports are durable.

E-reports are less static
than print reports.
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QUICK QUIZ
What are INTRANETS?

Intellectual vehicles that integrate
communication with workflow, process
management, and infrastructure
 Internets for specific organizations
What do INTRANETS do?
Allow communicators, management, and
employees to exchange information quickly
and effectively
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QUICK QUIZ
What are EXTRANETS?
Vehicles a company
uses to communicate
information to
targeted external
groups
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QUICK QUIZ
What are CD-ROMS?
Compact
C
D
Disk
R
Read
O
Only
M
Memory
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QUICK QUIZ
What are CD-ROMS?

Information can
be read only, not
changed

Great storage
capacity

Interactive
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 “Value Proposition”

The Point
 “Dirt World”

Bricks & Mortar Business
 “Internet Space”

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Business
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Peculiarities of Writing for the Net

Readers must be able to read text
quickly and easily.

Text must engage the reader and not be
cold or impersonal.

News items must
be brief and
concise.
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