- The worldwide adoption of the internet and the World Wide Web has taken less time than the adoption of any other mass medium in history.
- Public relations practitioners are heavy users of the Internet and the Web. They disseminate information to a variety of audiences and also use the internet for research.
- Writing for the Web requires nonlinear organization. Topics should be in index-card format instead of a long, linear narrative. This allows viewers to click on the information most interesting to them.
- Written material for the Web should be in short, digestible chunks . Two or three paragraphs should be the ideal length of a news item. Long pieces of information require too much scrolling and turn off viewers.
- Publicizing and promoting a website are necessary to generate traffic. Print and Internet advertising, email, hyperlinks, and putting the URL on all printed material are some of the ways to promote a site.