ABSTRACT
This chapter considers writing for websites and blogs, as well as standards for evaluating their effectiveness. It also deals with wikis and the role they can play in an organization's public relations program. The ease of using websites is increased when the site has well-placed links to help users navigate around the site. An advantage of websites is that they can be made interactive, with opportunities for readers to communicate with the organization and vice versa. Using Java programming, websites can feature pop-up windows that can enhance user interaction. A blog is designed for easy updates and interaction between the organization and readers. There are several ways an organization can use a blog or a website as part of its public relations program. The public relations world has adopted wikis, though less quickly than websites and blogs. Wikis often feature internal links to related wikis and external links to outside websites.
