Chapter 12 in Public Relations Writing And Media Techniques, 6th ed. by Dennis L. Wilcox is titled, “Tapping the Web and New Media.”

The adoption of the Internet has taken less time than the adoption of any other mass medium in history.  Within 4 years, 50 million users were logging on to the Internet.

The Internet has many unique features that make it easy to use:

  • easy updating of materials
  • instant distribution of information
  • an infinite amount of space for information
  • the ability to interact with the audience

When writing for the Web the author should use a nonlinear style; this allows the reader to decide what they want to read first. Then the reader can move their interest to what they want to read next.

According to Wikipedia, “Social media describes the online technologies and practices that people use to share opinions, insights, experiences, and perspectives with each other.”  Blogs are the most popular form of social media but social networks are also growing with popularity.  Some social networks include Facebook, Twitter, MySpace, and YouTube.