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Tapping the Web and New Media (week 14 notes) April 27, 2010

Posted by Chris Yates in PRCA 3330-Reading Notes.

     Chapter 12 in Public Relations Writing and Media Techniques addresses the ways in which the Internet has become a part of our everyday lives.  The widespread adoption of the World Wide Web has led to several key distinctions between traditional and new mass media.

  • New media is spread horizontally, rather than the traditional way of passing through gatekeepers
  • New media is more interactive
  • The costs of broadcasting on the Internet is much more affordable than running a print publication or radio station
  • New media gets instantaneous feedback online
  • New media has a more flexible format

Writing for the Web:

  • Design the site with the audience in mind
  • Redesign material for a more graphic presentation
  • Update constantly
  • Make the site interactive and pay attention to feedback


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