Mata kuliah
Tahun
: 00324 - CRISIS COMMUNICATION AND PUBLIC
RELATION
: 2010
PUBLIC RELATIONS AND THE
INTERNET
Pertemuan 19 – 20
By: Dr. Drs. Dominikus Tulasi, MM.
Learning Objectives
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Understanding the role of PR and the internet
List the key components of PR and internet
Understand the diversity of approaches
Start to build PR and the internet
Understand how public relations work as media
relations through internet
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WHAT IS THE INTERNET?
The term internet is based on the words
“interconnected network.” The internet is a network
of computer networks through out the world,
without a central control centre, that can link
together through a set of standardized ‘protocols’—
conventions by which computers send data to each
other—to provide a range of communication
services.
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WHAT IS THE INTERNET? (1)
To function, the World Wide Web (WWW) requires
three fundamental components:
 Universal Resources Locaters (URLs), the string
(often starting with http:) used to identify any
document on the Web;
 Hypertext Transfer Protocol (HTTP), a computer
protocol used for transferring information across
the Internet;
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 Hypertext Markup Language (HTML), a
computer language for representing the
contents of a page of hypertext, the language
used for writing most Web pages.
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WHAT IS THE INTERNET? (2)
The concept of the World Wide Web (WWW) was created and
developed by an English computer scientist Tim Berners-Lee,
who worked on it from 1983 at CERN, the European particle
physics laboratory near Geneva in Switzerland. The Web took
the world by storm from 1993. Berners-Lee made his
intellectual property universally available at no cost. He is
Director of the World Wide Web Consortium (W3C), based at
the Massachusetts Institute of Technology, whose purpose is
to “lead the Web to its full potential’, mainly by developing
common protocols to enhance the interoperability and
evolution of the Web.
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THE IMPACT OF THE INTERNET
ECONOMY
 The internet economy is fundamentally different from
the physical economy in terms of information,
knowledge and speed.
 A large part of the phenomenally fast growth in the
emerging Internet economy will come at the expense
of physical economy through a substitution effect;
many items can be ordered through the Internet and
delivered to the door rather than people needing to
physically visit shops to buy goods.
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THE IMPACT OF THE INTERNET
ECONOMY (1)
 Internet-based developments are influencing the use
of other communication media, and changes are
moving so fast that the information in this chapter is
likely to be overtaken by further new technologies.
However, some broad observations can be made
about the impact of the Internet on the workplace, the
external environment and the public relations
profession.
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WEBSITES
Strategic Approach Needed:
 At the outset, clear, achievable goals should be
established when setting up a website.
 The structure should not mirror the structure of the
organizational chart.
 The organization’s website should build on its core
competencies—its strength.
 It is important to include website maintenance in
the budget.
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WEBSITES
Advantages of websites:
 Quick updates and instant communication to website
visitors from almost anywhere in the world;
 Embedded formatting, enabling color, text, graphics,
images, sound and video to be implemented;
 Cost is almost negligible to update information with
appropriate systems;
 Instant access to research information from around the
world;
 Instant ability to sell goods/services; competitor research
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WEBSITES
Limitations of websites:
 Comparatively passive medium, depending on people to
look up the website;
 Not always easy to find;
 Information can’t be transported away from the computer
without printing images;
 Employees can waste time by ‘surfing the net’.
 Exposure of competitive advantages for competitor
research, ie competitors can search the site or pretend to
be customers to research the site’s processes.
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WEBSITES
USES—THE WEBSITE CAN BE USED FOR A WIDE
RANGER OF COMMUNICATION INCLUDING:
 Contact lists;
 issue and crisis communication;
 newsletters for stakeholders, eg. Investors and customers;
 Communication from management on policy and other
strategic information—interactive capability;
 Copies of media releases and papers of topics;
 Finance information;
 Job appointments;
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WEBSITES
HOW TO PROMOTE THE WEBSITE:
 Include the website address on all stationery, brochures,
newsletters and other printed material; print, radio and
television advertising and all suitable signage.
 Always include a mention of the website at the end of
media releases.
 Use a ‘signature file’ for all email messages sent from the
organization.
 Register the website on the World Wide Web’s search
engines—known as “Search Engine Optimization—SEO).
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WEBSITES
USES—THE WEBSITE CAN BE USED FOR A
WIDE RANGER OF COMMUNICATION
INCLUDING (1):
 Job vacancies;
 Online organizational chart;
 Organizational vision and mission statements, goals
and objectives;
 Policies and procedures, technical information;
 Bulletin board;
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 New product and service launches;
 Customer ordering facilities;
 Purchase/sale policy eg. refunds, delivery, etc;
 Research reports and other information from a
myriad of sources around the world;
 Notifications of publications-for sale and at no cost.
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WEBSITES
HOW TO PROMOTE THE WEBSITE:
 Encourage appropriate organizations to provide a link to the
website from their site and ensure a reciprocal arrangement.
 Write to clients, suppliers, affiliated organizations, media and
other stakeholders to let them know about the website.
 Use the website as a forum for response/comment on relevant
issues.
 Promote the website by email list. Use an email list of
stakeholders/customer to send them emails.
 Provide a discount from the normal price
 Offer faster processing time for orders and requests via website.
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EMAIL
THE BENEFITS OF EMAIL ARE:
 Efficiency;
 Speed;
 Accountability (can be electronically monitored);
 Automation;
 Embedded HTML—enabling text, graphics, images,
sound and video to be carried in an email;
 Visibility—always reachable internally/in the Internet.
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EMAIL
DISADVANTAGES OF EMAIL ARE:
 People stop talking to each other;
 People spend too much time emailing each other;
 Communication is inappropriately targeted;
 Email leaders get overloaded with too many
messages;
 Mind dumping—because it is convenient, people
send email on subjects on which they might not have
bothered to write a letter.
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