ABSTRACT
The Chartered Institute of Public Relations published recently an online guide for PR professionals about the use of Wikipedia. Research has shown that if business professionals can hold a visitor’s attention for just three minutes, they are much more likely to return than if they only hold them for one minute. Though visitors come to get new content, websites, by default, are not created for frequent updates. One of the essential differences between professionals' website and their blog is the writing style. In the beginning they will doubtlessly have to write and rewrite their posts. Wikis, websites, blogs, podcasts, and vodcasts are just a few of the numerous opportunities professionals can take advantage of to generate content and start a conversation with their guests.
