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.
Fact sheets are a brief outline of an event, an organization, or a new product. The purpose is to place basic and supplemental information at the editor or journalists fingertips.
Media advisories also called media alerts, tell assignment editors about a upcoming event. They often suggest photo, video, and interview opportunities. Media alerts about upcoming events typically include the five Ws and H in outline form.
Media Kits are packets of material that my include news releases, photographs, feature stories, fact sheets, position papers, backgrounder, and brief biographical sketches.
Electronic press kits (EPKs) are prepared in CD format or are available online from organizational Web sites. They can include all the information in a printed media kit, but also include audio sound bites, high-resolution photos, video clips, and product demonstrations.
The purpose of a pitch letter is to convince editors and reporters to cover an event or do a story. Pitches to editors must be breif, raise interest, and come immediately to the point.