Online Public Relations

Web sites

The World Wide Web is probably the most important Internet technology for PR practitioners, permitting organizations to display text, visual, and sound files using computer servers and browser software on personal computers. The Web provides the decentralized delivery of information using human-computer graphical interfaces to facilitate access.

Organizations use Web sites for a variety of marketing, human resource, and other management functions besides public relations. Among the most common applications for public relations are the following.

Online newsrooms allow journalists and others to access news releases and other press materials that can be downloaded quickly and easily and transferred directly to the news production systems of newspapers and magazines as well as radio and television stations. More than 90 percent of all reporters now use the Web as a basic research tool, although Web sites have not surpassed the telephone, personal contacts, and traditional news releases as the preferred source of information for reporters (Hachigian & Hallahan, 2003).

Investor relations sites provide a wide range of materials for analysts and investment professionals as well as individual and institutional investors. These materials previously were distributed only as hard copies: annual reports, quarterly reports, earnings information, government filings, analyst presentations and reports, fact books, and so forth.

Product promotion sites engage consumers and others in educational, informational, and entertainment activities. Food and household manufacturers, for example, now provide recipes and consumer tips online. Many production companies sponsor sites to promote movies, TV shows, books, and entertainment fare. Site content includes background information, downloadable photos and audio, streaming video, chat rooms and bulletin boards, and interactive games designed to illustrate key ideas and to promote involvement.

Education and advocacy sites are used by notfor-profit organizations to inform users about issues and engage in the social marketing of ideas. Many of the same techniques used in product promotion sites are adapted to the promotion of ideas (such as an appreciation of the arts) or causes (such as the eradication of social problems). Educational sites often include tutorials and learning materials as well as quizzes and tests that facilitate assessment of a user's learning or knowledge. Advocacy sites encourage public education in the same way, but encourage participation in public discussions and debates. Unique features on advocacy sites include directories, maps, and other address information regarding where people can write public officials or file public comments. Also included are direct e-mail links and prototype texts that might be used.

Health sites are widely used to provide information on health and risk-related topics and to provide coping mechanisms for people affected by particular maladies. Users can include the sufferers of health problems, as well as family members, friends, and health care practitioners. Telemedicine includes the provision of diagnoses and advice by health professionals as well as the self-help activities by support groups and not-for-profit organizations concerned about particular health or safety issues.

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