ABSTRACT
Chapter 13 explores writing for digital media, including writing for email and writing for the web. The first half of Chapter 13 provides an overview of writing for email and explains how public relations practitioners use email to communicate with internal and external publics on behalf of their organizations. The essential elements of an email message are reviewed, and the email template provides a user-friendly guide for crafting professional emails. The second half of the chapter explores writing for the web, specifically how public relations professionals are tasked with making web content SEO-friendly. Basic SEO strategies are presented. The chapter concludes with an exercise in email writing.
