Introducing new technology
through public relations on the Web

Using the Internet effectively

The Internet—introduction Using the Internet effectively Print media use study
Making Web pages better Technology marketing models Conclusions
References

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Using the Internet effectively

The Internet can be a useful public relations tool—if it is handled properly. If not, information may not be discovered for months—if ever. It will simply be stuck in cyberspace, unknown to its intended audience. Hal Pawluk warns against getting caught up in the newness of public relations and marketing on the Web. In his web site he points out "The ‘Net is just another medium… Don't just use it because 'everyone else' is doing it. Set goals and expected results, just as you would with any other part of the marketing mix" 6. It is not the sudden solution to publicity problems. Yes, the information you disseminate via the Web will be accessible to all Internet users with compatible browsers, but time and effort will have been wasted if potential visitors to the site do not even know it exists. Public relations managers who include the Internet in their campaign plans must be certain people are notified of the company’s Web presence.

Even so, cyberspace can be a particularly effective place to introduce new technology. There are many web sites dedicated to cutting-edge concepts and ideas; many of these web sites resemble highly specialized magazines. Unlike magazines, however, visitors to the majority of these web sites need no subscription. Most require no additional fee to access the information they offer. Many of them also provide links to recent press releases about new technology.

The Web has the advantage over other media in that it can immediately connect users to information resources throughout the world. Instead of riffling through papers to find a company’s news release, a user simply clicks on a link that will take him there. He does not have to "channel surf" to find the news he wants to watch—he can search the entire Internet for specific events and their related stories. As a result, news release sites have sprung up all over the Web. For example, PR Newswire is a site to which press releases can be sent via e-mail or fax. There are also many Web-based companies that specialize in sending electronic press releases to online niche magazines and trade publications. Although some of these companies will also write the releases (for an additional fee), others only accept previously written material. Most of these services offer to disseminate the information to over 800 online editors.

Electronic press releases have other functions as well. Some print journalists browse the Web looking for releases on special topics. Since Web publishing is more immediate than traditional print publishing, press releases and niche stories often appear on the Internet before they are disseminated via mail or faxed to reporters and print journalists.

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The Internet—introduction | Using the Internet effectively | Print media use study
Making Web pages better | Technology marketing models | Conclusions
References