PR ONLINE

The Internet propelled us into a new communications era triggered by the wide-scale adoption and networking of personal computers. 75 per cent of Canadian adults have Internet access, according to Ipsos-Reid, with 63 percent now having access from home.

Organizations and interest groups have integrated the Internet into their activities to broaden their reach, increase their profile and generate revenue. Most companies have spent plenty of time and money upgrading their Web site design, applications, tools, and hosting options

But, not enough has been done to make sure that content providers have the writing skills and strategic approach needed to prepare and manage online content. Not enough has been done to ensure the content works well for the stakeholders concerned and that it helps to achieve company objectives

The Internet holds the greatest potential of all public relations tools currently available. Its interactive nature facilitates two-way communication: one-to-one; one to many; and many to one. The response time to information posted or emailed can be immediate, and the interchange is much cheaper than by phone or fax. Visitor traffic on a Web site can be tracked, personal data can be gathered, leads and sales can be generated. Public opinion, industry trends and issues can be monitored easily and inexpensively.

The Internet is too pervasive a medium to tackle superficially. An appropriate Internet strategy should be part of every communication and business plan being developed today. And, those providing and managing the site's content need the expertise to help carry it out.

Veronica Feihl, APR
President, NetPotential Communications. Inc.

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