Public Relations on the Net

"Even today's leading-edge applications barely scratch the surface of the Net's potential."

"Four models of communication that public relations practitioners have taken for granted since the inception of the profession have undergone irrevocable changes as a result of the introduction and rapid assimilation of online technology."

"To understand how to use the Internet as part of your public relations tool kit, you need to have a fundamental understanding of what the Internet is, how it works, and what its capabilities are."

"Paper is linear. But information housed on an Internet server is nonlinear."

"The World Wide Web represents the greatest opportunity in the history of media audiences without the need for mailing lists or demographic breakouts."

"The World Wide Web is not your only Internet opportunity to reach narrowly defined audiences."

"Monitor your company's online image."

"The most important thing to know about newspaper reporters is that they are online."

"The law requires that you use traditional means to communicate information that could have a bearing on the value of your organization."

"The government constitutes an audience no less important than customers, consumers, investors, media, and activists."

"Businesses function only by the consent of the communities in which they choose to locate."

"Three factors unique to the Internet account for the speed with which activist groups can coalesce."

"Thanks to the information age and the many-to-many communications model, crises can emerge from nowhere and turn into all-consuming emergencies with unprecedented speed."

"In cyberspace, the requirement to be candid and forthright is double important."

"Genuine measurement requires that you build the assessment process into the communication effort."