Tapping the Web and New Media

April 18, 2010 kk00700

  1. Media traditionally had the characteristics of: it being centralized with a top-down hierarchy, costs a lot of money to become a publisher, staffed by professional gatekeepers known as editors and it features mostly one way communication with limited feedback channels. The new media is characterized by: widespread broadband, cheap/free and easy-to-use online publishing tools, new distribution channels, mobile devices, and new advertising paradigms.
  2. Advice for writing for the web include: define the objective if the site, design the site with the audience in mind, redesign existing material with strong graphic components instead of  just using existing material, update the site constantly, don’t overdo the graphics because complex graphics take a long time to download, make the site interactive, and use feedback to further evolve the site.
  3. Return on investment (ROI) is a good way to calculate and convince management that a website is well worth the investment and contributes to the “bottom line.”
  4. Real Simple Syndication (RSS) is a way to manage the vast amount of information available on the internet. RSS feeds include the headline, a short description of the article, and the link to the article.
  5. Weblogs have now abbreviated the term to blog. The essentials to blogging is to blog everyday, think about your topic and the audience your trying to reach, keep entries short, be sure to check spelling and grammar because they do count, use a lot of links to other stories and websites which will bring traffic to our page, and list your blog on sites to help readers find you.

Public Relations Writing and Media Techniques 6th Edition – Dennis L. Wilcox

 Link to Book

Reading Notes for Chapter 12


Entry Filed under: Reading Notes - PR 3330

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