• Summary
  • Contents
  • Subject index

Rich in scholarly foundations combined with actual practice, Public Relations Online: Lasting Concepts for Changing Media connects the social and technological forces that are changing public relations. Using plain-talk discussion of theory and research, this book helps readers identify how lasting concepts for effective public relations can be applied in a changing media environment, and how a changing media environment affects the practice of effective public relations.

Server-Side Public Relations
Server-side public relations

First we thought the PC was a calculator. Then we found out how to turn numbers into letters with ASCII—and we thought it was a typewriter. Then we discovered graphics, and we thought it was a television. With the World Wide Web, we've realized it's a brochure.

—Attributed to DouglasAdams
(Original source unknown)

Public relations models and public relations practitioner typologies are presented to illustrate how online public relations can be practiced with a primarily “server-side” view. Then more specific communication tactics such as gathering, packaging, and disseminating information are discussed. Even primarily one-way tactics can be used to support interactive relationships between organizations and publics.

Server-Side Public Relations

Think about what a computer server does. If an organization hosts a Web site, what ...

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