Copyright Copyright © 2001, Prentice Hall, Inc.© 2001, Prentice Hall, Inc.

CHAPTER 13CHAPTER 13

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Consider these Consider these NETNET facts: facts:In 1999:In 1999: The Internet economy grew 68 percent.The Internet economy grew 68 percent. One-half TRILLION $$$ spent on the Net.One-half TRILLION $$$ spent on the Net. Americans spent $20 BILLION retail.Americans spent $20 BILLION retail.

By 2001:By 2001: U.S. trade will top $251 BILLION.U.S. trade will top $251 BILLION. Eleven MILLION households will make their Eleven MILLION households will make their

first online purchase.first online purchase. Retail shopping will top $100 BILLION.Retail shopping will top $100 BILLION.

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Public Relation’s Net UsePublic Relation’s Net Use will increase because…will increase because…

……consumers consumers want to be want to be educated not educated not just “sold”just “sold”

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……communicators communicators can respond can respond instantly to instantly to emerging issues and emerging issues and market changes.market changes.

Public Relation’s Net UsePublic Relation’s Net Use will increase because…will increase because…

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……the Internet allows the Internet allows ““narrowcastingnarrowcasting.” .”

Public Relation’s Net UsePublic Relation’s Net Use will increase because…will increase because…

Customizing messages to

targeted audiences

Customizing messages to

targeted audiences

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I.I. EmailEmail

II.II. Web SitesWeb Sites

III.III. Online Media RelationsOnline Media Relations

IV.IV. Online MonitoringOnline Monitoring

V.V. Product PromotionProduct Promotion

VI.VI. Investor RelationsInvestor Relations

Public Relations’ ProminencePublic Relations’ Prominence in Cyberspace includes:in Cyberspace includes:

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I.I. EmailEmail

Public Relations’ ProminencePublic Relations’ Prominence

For external use, be sure to:For external use, be sure to:

Restrict your message to one Restrict your message to one screenscreen

Link content to other materialLink content to other material Disseminate messages Disseminate messages

regularlyregularly Encourage feedbackEncourage feedback

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II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

a.a. Designing a Web PageDesigning a Web Page

What is my specific goal?

Ask yourself:Ask yourself:

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II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

a.a. Designing a Web PageDesigning a Web Page

Ask yourself:Ask yourself:

Will I be ultimately responsible?

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II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

a.a. Designing a Web PageDesigning a Web Page

Ask yourself:Ask yourself:

What content should I include?

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II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

a.a. Designing a Web PageDesigning a Web Page

Ask yourself:Ask yourself:

How often will I edit content?

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II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

a.a. Designing a Web PageDesigning a Web Page

Ask yourself:Ask yourself:

How interactive will it be?

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II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

a.a. Designing a Web PageDesigning a Web Page

Ask yourself:Ask yourself:

How will I enhance its design?

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II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

b.b. Managing the Web SiteManaging the Web Site

All links should work.

Make contact information available.

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II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

b.b. Managing the Web SiteManaging the Web Site

Place most important information on the left.Use standard color schemes.

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II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

b.b. Managing the Web SiteManaging the Web Site

Make the site easy to use.

Make sure the site fits your purpose(s).

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II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

c.c. Does Your Web Site Follow:Does Your Web Site Follow:

ThePresence

Model

TheInformational

Model

TheE-Commerce

Model

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ThePresence

Model

Designed to establish a presence on the Web

A promotional tool

II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

c.c. Does Your Web Site Follow:Does Your Web Site Follow:

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TheInformational

Model

Designed to provide comprehensive organizational material

II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

c.c. Does Your Web Site Follow:Does Your Web Site Follow:

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TheE-Commerce

Model

Designed to establish sales

II.II. Web SitesWeb Sites

Public Relations’ ProminencePublic Relations’ Prominence

c.c. Does Your Web Site Follow:Does Your Web Site Follow:

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III.III. Online Media RelationsOnline Media Relations

Public Relations’ ProminencePublic Relations’ Prominence

What are the What are the advantagesadvantages of a digital of a digital press kit?press kit?

What products do you think What products do you think couldn’tcouldn’t be launched over the Net?be launched over the Net?

What possible What possible disadvantagesdisadvantages arise arise from interviewing over the Net?from interviewing over the Net?

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III.III. Online Media RelationsOnline Media Relations

Public Relations’ ProminencePublic Relations’ Prominence

News ReleasesNews Releases

Executive SpeechesExecutive Speeches

Annual/Quarterly Annual/Quarterly ReportsReports

Annual MeetingsAnnual Meetings

The Web Site Newsroom includes:

InterviewsInterviews

Photographs, Photographs, Profiles, Ad CopyProfiles, Ad Copy

Digital Press KitsDigital Press Kits

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QUICK QUIZQUICK QUIZ

What are three types of …What are three types of …

??GeneralWires

GeneralWires

FinancialWires

FinancialWires

PaidWiresPaid

Wires

AssociatedAssociatedPressPress

Dow Jones, Dow Jones, Reuters, Reuters,

Bloomberg, Bloomberg, Bridge NewsBridge News

PR Newswire, PR Newswire, Business WireBusiness Wire

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Let’s DiscussLet’s Discuss

Permits immediate Permits immediate communications, without a communications, without a journalistic intermediaryjournalistic intermediary

Allows for targeting audiences Allows for targeting audiences (narrowcasters)(narrowcasters)

Has proliferated because of online Has proliferated because of online magazines (ezines)magazines (ezines)

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IV.IV. Online MonitoringOnline Monitoring

Public Relations’ ProminencePublic Relations’ Prominence

Discussion GroupsDiscussion Groups Chat RoomsChat Rooms Rogue Web SitesRogue Web Sites

Urban LegendsUrban Legends RumorsRumors ““The Thread”The Thread” ““Whisper Campaigns”Whisper Campaigns”

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V.V. Product PromotionProduct Promotion

Public Relations’ ProminencePublic Relations’ Prominence

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VI.VI. Investor RelationsInvestor Relations

Public Relations’ ProminencePublic Relations’ Prominence

The Net provides:The Net provides:

Controlled mediumControlled medium

““Real-time” informationReal-time” information

Equal opportunities for Equal opportunities for all investorsall investors

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VI.VI. Investor RelationsInvestor Relations

Public Relations’ ProminencePublic Relations’ Prominence

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 QUIZQUICK QUIZ

What areWhat are INTRANETSINTRANETS?? Intellectual vehicles that integrate Intellectual vehicles that integrate

communication with workflow, process communication with workflow, process management, and infrastructuremanagement, and infrastructure

Internets for specific organizationsInternets for specific organizations

What do What do INTRANETSINTRANETS do? do?

Allow communicators, management, and Allow communicators, management, and employees to exchange information quickly employees to exchange information quickly and effectivelyand effectively

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QUICK QUIZQUICK QUIZ

What areWhat are EXTRANETSEXTRANETS??

Vehicles a company Vehicles a company

uses to communicate uses to communicate

information to information to

targeted external targeted external

groupsgroups

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QUICK QUIZQUICK QUIZ

What areWhat are CD-ROMSCD-ROMS??

CCDD--RROOMM

CCompactompactDDiskisk--RReadeadOOnlynlyMMemoryemory

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QUICK QUIZQUICK QUIZ

What areWhat are CD-ROMSCD-ROMS??

Information can Information can be read only, not be read only, not changedchanged

Great storage Great storage capacitycapacity

InteractiveInteractive

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““Value Proposition”Value Proposition” The PointThe Point

““Dirt World”Dirt World” Bricks & Mortar BusinessBricks & Mortar Business

““Internet Space”Internet Space” BusinessBusiness

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Peculiarities of Writing for the NetPeculiarities of Writing for the Net

Readers must be able to read text Readers must be able to read text quickly and easily.quickly and easily.

Text must engage the reader and not be Text must engage the reader and not be cold or impersonal.cold or impersonal.

News items must News items must be brief and be brief and concise.concise.