Tapping the Web and New Media

13 Nov

Tapping the Web and New Media

Chapter notes COMM 4333-chapter 12

Text: Public Relations Writing and Media Techniques-6th edition- Wilcox, D.

 The Internet: Pervasive in Our Lives

            It is not hard to picture life without it.

            Media was traditionally followed these characteristics:

1.)    It is centralized 2.) It costs a lot of money to become a publisher 3.) It is staffed by professional gatekeepers known as editors and publisher 4.) It features mostly one-way communication with limited feedback channels.

            Two spheres of influence have emerged that are constantly interaction with each other:     the Internet and the World Wide Web.

            New Media is characterized by:

1.)    Widespread broadband 2.) Cheap/free 3.) New distribution channels 4.) Mobile devices, such as camera phones; and 5.) New advertising paradigms.

The World Wide Web

            The Web has enabled public relations people to do a better job of distributing a variety of messages.

            Writing for the Web

                        Write the way you talk. Limit each page to a single concept. Use a lot of bullet-     point lists. Make sure each page provides that context readers need. Limit the use of             italics and boldface-use them only to highlight key points. Don’t overuse hyperlinks          within narrative text. Provide feedback options for readers.

            Building an Effective Website

                        Should be attractive and easy to navigate.

            Making the Site Interactive

            Attracting Visitors to Your Site

                        Hyperlinks, search engines, advertising

            Tracking Site Visitors

                        Hit, page view, page impression, and unique visitor

            Return on Investment

            Who Controls the Site?

                        70% of the respondents believed an organization’s communications/public relations function should manage and control the Web content.

The Rise of Social Media

            Blogs are the most dominant manifestation, but social networks such as MySpace,             Facebook, and YouTube are also major presence in today’s world.

            The Explosion of Blogs

                    Corporate Blogs

                     Employees Blogs

                     Third-Party Blogs

           Making Friends on MySpace and Facebook

           YouTube: King of Video Clips

          Flickr: Sharing Photos

         Getting a Second Life

         Texting, Twitter, and Wikis

                 Wiki- is a collection of Web pages that enable anyone who accesses it to provide input and even modify the content. – Wikipedia

        Podcasts: The Portable Medium

The Next Generation: Web 3.0

1.)    The continuing evolution of smart phones 2.) affordable mobile data plans

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