Project Report in Public Relation

Project Report on Role of Website in PR
PROJECT REPORT
ON
ROLE
OF
WEBSITE
IN
PUBLIC RELATION
Made by:
C S Jeena
Email: cjhomai@gmail.com
Course of Study: Public Relation, Section A
Topic of the Study Paper : Role of Website in PR
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Acknowledgement
No task is a single man’s effort. Various factors, situations and persons integrate
together to form a background for accomplishment of a task. The valuable cooperation
and guidance, directly or indirectly of various people has contributed a lot to the
successful completion of the Project undertaken. I am thankful to my teachers &
colleagues of Bhartiya Vidhya Bhawan without their support this project could not take
shape. There valuable guidance in every stage of this project helped us most.
I have got information about this project through the books which have been provided
through institution and I have collected the information from other sources.
At last but not the least I pay my gratitude to my parents & colleagues who have helped
me a lot in preparation of my Case Study Project.
C S JEENA
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Chapter
1
TABLE OF CONTENTS
Chapter Content List Page
No No
1. Synopsis
Objective
4
Methodology
2. Introduction 5
Definition / History 6
3. Overview 7
a) Website Styles 8 - 11
Static Website
Dynamic Website
b) Software Systems 12
c) Types of Website 13
4. Website as tools of Public Relation 16 - 24
5. Various other tools in Public Relation 25
6. Comparison of website with other tools of 27
Public Relation
7. Future prospects of website in Public Relation 29-31
8. Format of Questionnaire 32
9. Conclusion 33 34
11. References 35
Brief Synopsis
Being a Public Relation student in Bhartiya Vihdya Bhawan, Post Graduate Program in
Public Relation, I observe the importance of various tools in Public Relation. The role of
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Chapter
2
new technology in Public Relation encourages me in making this project. New
communication technologies had made it possible for an interregularly exchange of
ideas and images. Internet being one of them, had given rise to many technologies
which are become important medium of message in Public Relation. Website, e-mail,
facsimile, Video Conferencing, Tele-Conferencing, mobile and blog are few of them. My
project in on Website as effective tools of PR.
METHODOLOGY USED
The project has been done on the basis of secondary & primary data. However, the main
sources for the data were mainly based on web search, various reference books,
intensive study of news articles, survey reports of different sources, information from
different blogging website mainly technorati & google blog and discussion with my
teachers, colleagues in college as well as in my professional life.
Therefore, the data has been collected as statistical data expert knowledge,
report from different sources etc.
INTRODUCTION
WEBSITE:
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Some websites may be included in one or more of these categories. For example, a
business website may promote the business's products, but may also host informative
documents, such as white papers. There are also numerous sub-categories to the ones
listed above. For example, a porn site is a specific type of eCommerce site or business
site (that is, it is trying to sell memberships for access to its site). A fan site may be a
dedication from the owner to a particular celebrity.
Websites are constrained by architectural limits (e.g., the computing power dedicated to
the website). Very large websites, such as Yahoo!, Microsoft, and Google employ many
servers and load balancing equipment such as Cisco Content Services Switches to
distribute visitor loads over multiple computers at multiple locations.
In January 2007, Netcraft, an Internet monitoring company that has tracked Web growth
since 1995, reported that there were 106,875,138 Web sites with domain names and
content on them in 2007, compared to just 18,000 Web sites in August 1995.
A web site is a collection of Web pages, images, videos or other digital assets that is
hosted on one or more web servers, usually accessible via the Internet.
A Web page is a document, typically written in (X)HTML, that is almost always
accessible via HTTP, a protocol that transfers information from the Web server to display
in the user's Web browser. All publicly accessible websites are seen collectively as
constituting the "World Wide Web".
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The pages of a website can usually be accessed from a common root URL called the
homepage, and usually reside on the same physical server. The URLs of the pages
organize them into a hierarchy, although the hyperlinks between them control how the
reader perceives the overall structure and how the traffic flows between the different
parts of the site.
Some websites require a subscription to access some or all of their content. Examples of
subscription sites include many business sites, parts of many news sites, academic
journal sites, gaming sites, message boards, Web-based e-mail, services, social
networking websites, and sites providing real-time stock market data. Because they
require authentication to view the content they are technically an Intranet site.
HISTORY
The World Wide Web was created in 1990 by CERN engineer, Tim Berners-Lee. On 30
April 1993, CERN announced that the World Wide Web would be free to anyone. Before
the introduction of HTML and HTTP other protocols such as file transfer protocol and the
gopher protocol were used to retrieve individual files from a server. These protocols offer
a simple directory structure which the user navigates and chooses files to download.
Documents were most often presented as plain text files without formatting or were
encoded in word processor formats.
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Chapter
OVERVIEW
3
Organized by function a website may be
• a personal website
• a commercial website
• a government website
• a non-profit organization website
It could be the work of an individual, a business or other organization, and is typically
dedicated to some particular topic or purpose. Any website can contain a hyperlink to
any other website, so the distinction between individual sites, as perceived by the user,
may sometimes be blurred. Websites are written in, or dynamically converted to, HTML
(Hyper Text Markup Language) and are accessed using a software interface classified
as an user agent. Web pages can be viewed or otherwise accessed from a range of
computer-based and Internet-enabled devices of various sizes, including desktop
computers, laptops, PDAs and cell phones.
A website is hosted on a computer system known as a web server, also called an HTTP
server, and these terms can also refer to the software that runs on these systems and
that retrieves and delivers the Web pages in response to requests from the website
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users. Apache is the most commonly used Web server software (according to Netcraft
statistics) and Microsoft's Internet Information Server (IIS) is also commonly used.
Website styles
Static Website
A Static Website is one that has web pages stored on the server in the same form as the
user will view them. It is primarily coded in HTML (Hyper-text Markup Language).
A static website is also called a Classic website, a 5-page website or a Brochure website
because it simply presents pre-defined information to the user. It may include information
about a company and its products and services via text, photos, Flash animation,
audio/video and interactive menus and navigation.
This type of website usually displays the same information to all visitors, thus the
information is static. Similar to handing out a printed brochure to customers or clients, a
static website will generally provide consistent, standard information for an extended
period of time. Although the website owner may make updates periodically, it is a manual
process to edit the text, photos and other content and may require basic website design
skills and software.
In summary, visitors are not able to control what information they receive via a static
website, and must instead settle for whatever content the website owner has decided to
offer at that time.
They are edited using four broad categories of software:
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• Text editors, such as Notepad or TextEdit, where the HTML is manipulated
directly within the editor program
• WYSIWYG offline editors, such as Microsoft FrontPage and Adobe Dreamweaver
(previously Macromedia Dreamweaver), where the site is edited using a GUI
interface and the underlying HTML is generated automatically by the editor
software
• WYSIWYG Online editors, where the any media rich online presentation like
websites, widgets, intro, blogs etc. are created on a flash based platform.
• Template-based editors, such as Rapidweaver and iWeb, which allow users to
quickly create and upload websites to a web server without having to know
anything about HTML, as they just pick a suitable template from a palette and
add pictures and text to it in a DTP-like fashion without ever having to see any
HTML code.
Dynamic website
A Dynamic Website is one that does not have web pages stored on the server in the
same form as the user will view them. Instead, the web page content changes
automatically and/or frequently based on certain criteria. It generally collates information
on the hop each time a page is requested.
A website can be dynamic in one of two ways. The first is that the web page code is
constructed dynamically, piece by piece. The second is that the web page content
displayed varies based on certain criteria. The criteria may be pre-defined rules or may
be based on variable user input.
The main purpose behind a dynamic site is that it is much simpler to maintain a few web
pages plus a database than it is to build and update hundreds or thousands of individual
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web pages and links. In one way, a data-driven website is similar to a static site because
the information that is presented on the site is still limited to what the website owner has
allowed to be stored in the database (data entered by the owner and/or input by users
and approved by the owner). The advantage is that there is usually a lot more
information stored in a database and made available to users.
A dynamic website also describes its construction or how it is built, and more specifically
refers to the code used to create a single web page. A Dynamic Web Page is generated
on the fly by piecing together certain blocks of code, procedures or routines. A
dynamically-generated web page would call various bits of information from a database
and put them together in a pre-defined format to present the reader with a coherent
page. It interacts with users in a variety of ways including by reading cookies recognizing
users' previous history, session variables, server side variables etc., or by using direct
interaction (form elements, mouseovers, etc.). A site can display the current state of a
dialogue between users, monitor a changing situation, or provide information in some
way personalized to the requirements of the individual user.
Some countries, for example the U.K. have introduced legislation regarding web
accessibility
Software systems
There are a wide range of software systems, such as Java Server Pages (JSP), the PHP
and Perl programming languages, Active Server Pages (ASP), YUMA and ColdFusion
(CFM) that are available to generate dynamic Web systems and dynamic sites. Sites
may also include content that is retrieved from one or more databases or by using XML-
based technologies such as RSS.
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Static content may also be dynamically generated either periodically, or if certain
conditions for regeneration occur (cached) in order to avoid the performance loss of
initiating the dynamic engine on a per-user or per-connection basis.
Plugins are available to expand the features and abilities of Web browsers, which use
them to show active content, such as Flash, Shockwave or applets written in Java.
Dynamic HTML also provides for user interactivity and realtime element updating within
Web pages (i.e., pages don't have to be loaded or reloaded to effect any changes),
mainly using the DOM and JavaScript, support which is built-in to most modern Web
browsers.
Turning a website into an income source is a common practice for web-developers and
website owners. There are several methods for creating a website business which fall
into two broad categories, as defined below.
1. Content based sites
Some websites derive revenue by selling advertising space on the site (see contextual
ads).
2. Product or service based sites
Some websites derive revenue by offering products or services. In the case of e-
commerce websites, the products or services may be purchased at the website itself, by
entering credit card or other payment information into a payment form on the site. While
most business websites serve as a shop window for existing brick and mortar
businesses, it is increasingly the case that some websites are businesses in their own
right; that is, the products they offer are only available for purchase on the web.
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Websites occasionally derive income from a combination of these two practices. For
example, a website such as an online auctions website may charge the users of its
auction service to list an auction, but also display third-party advertisements on the site,
from which it derives further income.
Spelling
As noted above, there are several different spellings for this term. Although "website"
and "web site" are commonly used (the former especially in British English), the
Associated Press Stylebook, Reuters, Microsoft, academia, book publishing, The
Chicago Manual of Style, and dictionaries such as Merriam-Webster use the two-word,
initially capitalized spelling Web site. This is because "Web" is not a general term but a
shortened form of World Wide Web. As with many newly created terms, it may take
some time before a common spelling is finalized. (This controversy also applies to
derivative terms such as Web master/webmaster and Web cam/webcam).
The Canadian Oxford Dictionary and the Canadian Press Stylebook list "website" and
"web page" as the preferred spellings. The Oxford English Dictionary began using
"website" as its standardized form in 2004.[3]
Bill Walsh, the copy chief of The Washington Post's national desk, and one of American
English's foremost grammarians, argues for the two-word spelling with capital W in his
books Lapsing into a Comma and The Elephants of Style, and on his site, the Slot.[4]
Types of websites
There are many varieties of Web sites, each specializing in a particular type of content or
use, and they may be arbitrarily classified in any number of ways. A few such
classifications might include:
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• Affiliate : enabled portal that renders not only its custom CMS but also
syndicated content from other content providers for an agreed fee. There are
usually three relationship tiers. Affiliate Agencies (e.g., Commission Junction),
Advertisers (e.g., Ebay ) and consumer (e.g., Yahoo ).
• Archive site: used to preserve valuable electronic content threatened with
extinction. Two examples are: Internet Archive, which since 1996 has preserved
billions of old (and new) Web pages; and Google Groups, which in early 2005
was archiving over 845,000,000 messages posted to Usenet news/discussion
groups.
• Blog (or web log) site: sites generally used to post online diaries which may
include discussion forums (e.g., blogger , Xanga).
• Content site: sites whose business is the creation and distribution of original
content (e.g., Slate, About.com).
• Corporate website: used to provide background information about a business,
organization, or service.
• Commerce site (or eCommerce site): for purchasing goods, such as
Amazon.com, CSN Stores, and Overstock.com.
• Community site : a site where persons with similar interests communicate with
each other, usually by chat or message boards, such as MySpace.
• City Site: A site that shows information about a certain city or town and events
that takes place in that town. Usually created by the city council or other "movers
and shakers".
• the same as those of geographic entities, such as cities and countries. For
example, Richmond.com is the geodomain for Richmond, Virginia.
• Gripe site: a site devoted to the critique of a person, place, corporation,
government, or institution.
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• Humor site : satirizes, parodies or otherwise exists solely to amuse.
• Information site: contains content that is intended to inform visitors, but not
necessarily for commercial purposes, such as: RateMyProfessors.com, Free
Internet Lexicon and Encyclopedia. Most government, educational and non-profit
institutions have an informational site.
• Java applet site: contains software to run over the Web as a Web application.
• Mirror (computing) site: A complete reproduction of a website.
• News site: similar to an information site, but dedicated to dispensing news and
commentary.
• Personal homepage : run by an individual or a small group (such as a family)
that contains information or any content that the individual wishes to include.
These are usually uploaded using a web hosting service such as Geocities .
• Phish site: a website created to fraudulently acquire sensitive information, such
as passwords and credit card details, by masquerading as a trustworthy person
or business (such as Social Security Administration, PayPal) in an electronic
communication (see Phishing).
• Political site: A site on which people may voice political views.
• Porn site - a site that shows sexually explicit content for enjoyment and
relaxation, most likely in the form of an internet gallery, dating site, blog, or video
sharing.
• Rating site : A site on which people can praise or disparage what is featured.
• Review site: A site on which people can post reviews for products or services.
• School site : a site on which teachers, students, or administrators can post
information about current events at or involving their school. U.S. websites
generally uses k12 in the URL such as kearney.k12.mo.us.
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• Video sharing : A site that enables user to upload videos, such as YouTube and
Google Video.
Search engine site
A site that provides general information and is intended as a gateway or lookup for
other sites. A pure example is Google, and the most widely known extended type is
Yahoo!.
• Shock site: includes images or other material that is intended to be offensive to
most viewers (e.g. rotten.com).
• Warez: a site designed to host and let users download copyrighted materials
illegally.
• Web portal: a site that provides a starting point or a gateway to other resources
on the Internet or an intranet.
• Wiki site: a site which users collaboratively edit (such as Wikipedia and
Wikihow).
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Chapter
IMPORTANCE OF WEB SITE’S IN PUBLIC RELATIONS SUCCESS

4
Website plays an important role in success of public relation.
Tips for a PR professional to evaluate the public relations success of their web site.
1. Site map. Site maps are often misunderstood in terms of their usefulness on a web
site. This Webified table of contents is a company’s savior for visitors unable find the
information they seek in a timely fashion. Common mistakes include: Forgetting to
update a site map when new pages are added; linking to a site map from only the
homepage; the belief that a “thin” web site doesn’t deserve a site map; and poor naming.
A site map should always be a “site map” and not “site contents” or “table of contents.”
2. Homepage text. Descriptions of your company, its purpose, and what visitors can
expect from your web site are the best ways to extend the public relations effectiveness
of your site. Failure to communicate this information up-front may create an undesired
experience for first-time visitors, which has a direct impact the bottom line. Be brief in
your descriptions, but don’t cheat your audience by assuming they know your business
as well as you.
3. Unknown audiences. A new technology company began receiving large volumes of
email inquiries from college and high school students about a new product. The
information students sought was for papers and essays due within 24 hours. (Kids!) Not
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able or willing to answer the volume of emails, I recommended the company create a
special section on their web site specifically for students and written with those last-
minute authors in mind. This section became an excellent public relations tool. The
company was able to build a relationship with students who may one day become
consumers of their product, as well as reaching parents who can afford the technology
today.
4. Title tags. A title tag helps readers orient themselves on a web site, especially when
the page they are viewing is not self-explanatory. These tags are also used as headings
when you bookmark a Web page. Titles should be short and simple. Most importantly,
they should exist.
5. Alternative tags. Every graphic on a Web site has the option of having a text-based tag
to display while it is loading. This was more urgent in the days before high-speed
connections when users altered their browser preferences to not load graphics. Although
high-speed connections are now common, alt tags are now necessary for search engine
indexing. To see if your site uses alt tags, rest the cursor of your mouse on a graphic on
your homepage. If a box small box doesn’t appear by your cursor describing the graphic,
you could be missing a necessary alt tag.
6. Design continuity. If a company goes to the trouble of paying thousands of dollars to
create a Web site, continuity of design should be a top priority. Users enjoy their web site
experiences more when navigation is in the same place on every page, naming
conventions say the same, and interior pages incorporate a similar design as the
homepage.
There are certainly more than six ways to optimize your web site and put it on a course
for public relations success. If you do not have time to review your site, consider
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forwarding these suggestions to your webmaster for their feedback. Be sure and ‘cc your
public relations department or consultant to coordinate their efforts with your webmaster.
Public Relations Basics: Boost Brand Recognition with Value-Added
Content
PR Fuel is value-added content that also serves as contextual advertisement for the
company’s services and keeps the company’s brand in front of potential customers.
Value-added content, especially on a company’s web site, has become an easy,
inexpensive public relations tool, allowing us to distribute new information about our
company instantly. It is also increases brand recognition and promotes repeat visitors to
your site. Here are few tips on how to get started providing value-added content online.
The internet has made producing and distributing value-added content fast and simple.
Utilize free or low-cost online publishing tools such as WordPress and Blogger. If we
already have a web site, it’s easy to set up a new page that we can regularly update with
new content with this sort of publishing software. If we don’t have a web page, we can
register freely at Blogger.com or at Google individual blog.
Value-added content works well especially for brick and mortar businesses. If we run a
garden supply store, launch a blog devoted to gardening. You can link to articles from
around the world about gardening and keep your brand in front of customers eyes.
Customers spend more time in their home than they do at your store. But if you have a
web site that provides them with valuable, entertaining value-added content, you can
extend your reach to the consumer.
Consider some of the following examples of those who can benefit from creating a blog
or email newsletter for their business:
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Law firms. Provide weekly updates detailing developments in your area of expertise. If
you are an intellectual property lawyer, talk about news articles or legislation that affects
intellectual property law. Consider who is going to be interested in this issue and the
possibility they may need your services down the line.
Record stores. Sure, you want to sell records, but which records? You get 200 promo
CDs from labels each month, dole them out to workers, and have them write reviews.
Compile the reviews into a weekly email newsletter or publish them on a blog and
promote it in your store’s advertisements. I was once an assistant manager at a Tower
Records and we experimented with a print newsletter where clerks reviewed new
merchandise. It gave the customers something to read while they walked around and
the staff soon noticed something interesting: Sales for products reviewed in the
magazine increased an average of 12 percent the week they were featured.
Technology: Does your company create applications for handheld devices? Why not
launch a daily blog covering news from the handheld world. Each morning one staffer
could do a little research and find interesting articles, comment on them, and link to
them. Wrap each article review in the context of how your company’s product works on
certain handheld devices.
These are just a few examples of how value-added content can be used as a public
relations and promotional tool. A email newsletter or a blog is perfect for boosting brand
recognition. If you do it well, you have the opportunity to create a destination web site or
must-read email newsletter.
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PUBLIC RELATIONS BASICS: OPTIMIZING YOUR ONLINE PRESENCE
By now most organizations — non-profit or for-profit, large or small — have added a web
presence to their public relations efforts. It’s not enough, however, just to have a web
site. Leaving it dangling out there in cyberspace like a forlorn little planet in a faraway
galaxy is a mistake that’s far too common, even among those in the public relations
game. Your web site can’t work for you unless you first work for it. The following tips will
help you promote your web site easily and effectively.
Don’t Be Invisible
Keep in mind that your web site’s address should be visible on every ad, piece of direct
mail, brochure, sign, and any other form of printed communication you use. A common
mistake is to bury it in the small print near the end of a printed communication. Instead,
display it prominently, with a bold invitation to your clients to visit the site.
If your web site generates income either directly or indirectly, you probably have a higher
budget to help promote it. Consider planning a direct mail campaign designed to drive
traffic to your site, perhaps with a contest or drawing as an incentive. Such mailings
should contain statements that firmly position your web site as a 24-hour-per-day
extension of your company. Tell your clients what they can expect to find there, whether
it’s on-line quotes, lists of helpful tips, current industry news, troubleshooting information,
or an online portfolio that showcases samples of your work.
When it’s time to reprint business cards and letterhead, add your web site’s address to
these items as well. Prospective clients will often visit a web site even if they’re reluctant
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to make a call to the sales department. Make it easy for those prospective clients by
putting your web address right in front of them.
Leave a Trail of Links
One of the best no-cost ways to promote your web site to web-friendly customers and
prospective clients is to link your site to other sites that provide complementary products
and services. For example, if you’re a furniture manufacturer, you may want to link up
with architects and interior designers, or with trade organizations in your industry.
Obtaining permission to link to another site is usually as easy as talking to another public
relations professional, as long as the relationship will be mutually beneficial. Direct links
are probably more effective than banner ads, which tend to elicit response rates of less
than one percent. The more direct links to your site you can place, the more traffic you
can direct to your site.
Opt-In Email is a Low-Cost Option
Also know as permission-based email, opt-in email campaigns differ from “spamming” in
many ways. While spam is unsolicited bulk email, opt-in email is sent only to recipients
that have given their permission to receive offers from companies that match the areas
of interest they have specified. It is targeted, not random. And because opt-in email
arrives from a recognized source–usually the opt-in marketing house–it is less likely to be
deleted without so much as a glance. Some studies suggest opt-in email campaigns are
more effective than targeted campaigns conducted via “snail mail.”
If your product or service is of a type that is difficult to sell via email–complicated
information systems, for example–a stepping-stone approach may work for you: An opt-in
email message invites customers to browse your site, offering an incentive to do so. The
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visit to the web site provides the information needed to generate interest. And the
resulting interest may lead to a sale.
Plan According to Your Goals
How much time and money you put into promoting your web site depends not only on
your available budget, but on the ultimate purpose of the site. Web sites that support the
sales and marketing departments by giving quotes or taking secure orders online are
obviously worth spending a few promotional dollars on. If your web site is geared more
toward offering information and enhancing your image in the community, however, some
of the low- or no-cost solutions listed above may be more appropriate. What’s important
is that you make your web presence known.
Intranets for Employee Communications
It used to be that when companies grew much larger than they began, corporate
evolution meant an increase in office space, inclusion of ID badges into the corporate
culture and holiday parties were moved from the CEO’s house to a restaurant or hotel
ballroom (while the founding employees grumbled to themselves that things just aren’t
the same anymore).
But the growing pains don’t stop there.
Companies experiencing growth tend to have a longer rumor shelf-life (more people to
gossip, more people to listen), added confusion about corporate process, increased
strain on human resource and benefit support as well as increases in paper usage and
waste. Some may wonder the benefits of growth at all!
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More and more, companies have been turning to Intranets to solve particular problems
associated with growth. Regardless of the speed in which your company’s growth
occurs, Intranets can create a two-way communication vehicle between employee
groups, centralize sensitive information, support or help create a corporate culture and
reduce costs.
Two-Way Communications
Few companies are equipped with a CEO or president who walks around and talks
directly to employees. An Intranet can allow employees to communicate directly to
administrators by name or anonymously. Consider using an Intranet to reduce the
number of expensive company meetings looking for feedback on company changes. Use
it to disseminate ideas, address rumors and receive comments from concerned or
supportive employees.
Centralize Sensitive Information
Your company can keep an online repository of company meeting notes, crisis
communication plans, product/service pricing, billing rates and other sensitive
information your clients and the general public should not see. Intranets also help reduce
the amount of searching on crowded public folders for career and benefit information.
Creating a Corporate Culture
Intranets should be fun and functional. A major utility company used their Intranet to
bridge the gap between two corporate cultures after a lengthy merger. They blended the
two by including the new company’s weekly bowling scores on their Intranet to
encourage after-work camaraderie. Eventually, both the old and new companies were
posting scoresÑstimulating healthy competition.
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Reduce Costs: Instead of printing hundreds of health benefit packages per year,
consider the amount of printing, paper and human resources to be saved by posting files
on a corporate Intranet. Users can download the information to their desktops and easily
replace outdated documents with new ones. Companies have moved from Excel-based
timesheets to a paperless Intranet process saving many of our natural resources each
year.
But don’t take my word for it. See how other companies are using Intranets:
In 1999, General Electric revamped its Intranet and saw the number of hits
increase from a couple of thousand to 10 million a week. GE employees
can design their own Web pages within the company Intranet, and then
customize them with features such as checking the weather or industry
related news. The system also allows employees to download tax forms
and review benefit information. An online marketplace is available with
discounts on GE appliances and other products and services.
At Texas Instruments, employees can select doctors from a health plan
from the corporate Intranet. Leisure items such as concierge services that
will plan vacations and run errands also are offered to employees. Intranet
access is given to new hires prior to their first day of work as a way to
introduce TI’s corporate culture. HBO posts its cafeteria menu, community
events, classified ads, Girl Scout cookie sales and a service for finding a
roommate. There is no denying the potential an Intranet can afford
organizations experiencing growth. Intranets have caught on because,
when designed correctly, they work beautifully .
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Chapter
5
TOOLS IN PR
1. Publicity Media
a) The Press – News Releases, Editorials / Articles / Features / Letters to
the Editors
b) Television
c) Radio
d) Films
e) Video
f) New Technologies
2. Oral Communication
a) Meetings
b) Speeches
3. Printed Literature
a) House Journal
b) Annual Reports
c) Photographs
d) Brochures
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Chapter
4. Advertising
6
a) Miscellaneous Communication Tools
b) Direct Mail
5. Media Relations
a) Press Conferences / Press Releases
b) Press Briefings
c) Press Tours / Media Tour
6. Exhibition
7. Open House / Open Days
8. Special Events
9. Era of Internet
INTER-RELATION OF WEBSITE WITH OTHER TOOLS OF PUBLIC
RELATION
____________________________________________________________________ 26
The role of website is of supportive in nature to the other tools of Public Relation. Public
relation is the art and science of recognize in Public (target audience).
We use various tools in Public relation like Press releases, events & exhibition, press
conferences, publish newsletter and house journals etc etc.
With the help of website each and every tools of PR can be visualized by a large
audience if the company deals in institutional advertising. It can encourage his employee
and save the cost of paper printing, also help in corporate governance and responsibility
of an organization towards environment. With the increasing use of technology, it is
definitely going to play a good part, as most of the time media people goes to website to
understand the story.
a) Publicity Media
a) The Press – News Releases, Editorials / Articles – Can be easily
uploaded at website for media uses
b) Audio – Video – At website we can upload our new products /
conferences videos and audio which will be useful for employee.
c) Meetings – Minutes of meeting can be uploaded at website which can
be accessed by employee.
d) Speeches -
b) Printed Literature
1) House Journal / Annual Reports / Newsletter / Photographs / Brochures
all can be uploaded at website which increases the corporate governance
of a company or organization.
c) Advertising
1) Website is a good medium of advertising
____________________________________________________________________ 27
Chapter
d) Media Relations
7
1) Good for media relation
e) Exhibition
Company can send the information of its participation through website to its suppliers
/ distributors / employee etc.
FUTURE PROSPECTS OF WEBSITE
Today, more and more company are focusing on corporate governance. In the era of
globalization companies are talking about environment security as their most objective
____________________________________________________________________ 28
corporate responsibility. The world wide web is very big, exactly it is difficult to estaimate
, since no one is in charge of the World Wide Web, the question is difficult to answer
precisely.
Netcraft's primary goal is to determine web server market share: what percentage of
websites run Microsoft's Internet Information Server, versus the Apache web server?
But fortunately for us, they also count the websites visited by their automatic web-
exploring "spider" software. And in February 2007, the Netcraft Web Server Survey
found 108,810,358 distinct websites.
Of course, Netcraft's survey isn't perfect - there may be websites in the world that were
not discovered by Netcraft's software. So, as of this writing, "there are more than 108
million websites" is the most accurate statement that can be made.
"But how many web pages are there?"
Large websites can have many thousands of pages. Dynamically generated sites can
have a seemingly infinite number - and we must somehow agree not to count all of
these. Yet most sites just have a few pages introducing a business or a person, or simply
a placeholder home page.
Who could possibly tell us how many web pages there are? There are two obvious
candidates: Google and Yahoo, the major search engine companies. Visiting,
analyzing and indexing the billions of web pages in the world is their business.
Unfortunately, neither company currently publicizes the exact size of its index and they
have not done so since August 2005.
Is there anything we can do to arrive at a realistic estimate at the number of pages on the
web? Yes: we can look at those August 2005 web page numbers, divide them by
____________________________________________________________________ 29
Netcraft's count of web sites in August 2005, and arrive at an estimated number of web
pages per site. Assuming that the number of web pages per site has not changed
drastically in a year and a half, we can then multiply Netcraft's February 2007 count of
websites to arrive at a reasonable projection of the number of web pages in in the world
as of February 2007.
So let's run the numbers!
Web pages in the world, August 2005: 19.2 billion pages were indexed by Yahoo as of
August 2005.
Websites in the world, August 2005: 70,392,567 websites were indexed by Netcraft as of
August 2005.
Web pages per website: 273 (rounding to the nearest whole number).
Web pages in the world, February 2007: multiplying our estimate of the number of web
pages per website by Netcraft's February 2007 count of websites, we arrive at 29.7
billion pages on the World Wide Web as of February 2007.
Before You Complain...
"Hey, your methodology stinks!"
Yeah, no kidding! I have no way of verifying Netcraft's claims, or Yahoo's. Thing is,
there's no way to do either without setting up a sophisticated web-exploring system of my
own... one with the speed and capacity to explore millions of sites and billions of pages
in a timely manner. Something very close to a search engine.
____________________________________________________________________ 30
Chapter
8
So if you have several million dollars US lying around that you'd like to see applied to
researching this problem in an open fashion with a methodology that anyone can
examine - feel more than free to send that money my way! But otherwise, let's be
realistic and accept that a ballpark estimate is the best we'll be able to come up with. And
honestly, who wants a World Wide Web that is so tightly controlled by a central authority
that it can be easily measured? The web is growing all the time, no one is in charge, and
by the time you've counted a tiny fraction of it, many sites have come and gone. It's a
beautiful thing.
QUESTIONNAIRE FOR ROLE OF WEBSITE IN PR

Q1). Do you have a Website? (If yes, please give the name).
a) Yes …………………………………………………… b) No
Q2). How importance it is in today scenario?

a) Very Important □ b) Importance □
____________________________________________________________________ 31
Chapter
b) Less importance □ c) Cant’ say anything □

9
Q3). What purpose you are using your website?
a) Effective means of Communication □
b) Relationship with Employees □
c) Information □
d) Education □
e) Media □
f) All of the above □
Q4). How frequently you update your website?

a) Daily □ b) Weekly □
b) Monthly □ d) Quarterly □
Q5). Do you find it as a importance tools of PR?
a) Very Important □ b) Importance □
b) Less importance □ c) Cant’ say anything □
Name :
Designation :
Company / Organization :
Tel No :
Email ID :
CONCLUSION
____________________________________________________________________ 32
The Internet and the number of people connecting are growing at phenomenal rate.
More and more people are getting on the internet everyday. As users become familiar
with searching the web, the technology is to search for everything on the web.
The internet has changed the way we buy and sell products and services the way we
obtain information. With increasing usage of the internet, prospering in today’s
marketplace requires an internet presence. Being online helps to reach new and existing
customers as website contains all the information about business customers need.
As in PR, PR professional work with marketing people to ensure their company
recognition in business. They also work with marketing manager to increase the
company sales. Since creating online presence doesn’t have to be difficult or costly. It
can be a simple as and cost effective tool in Public Relation. It is more of kind of
supplement with other tools.
Having an online presence will enable organization to compete with much larger and
better companies. A professionally designed website will give business added credibility
and visibility. Compared to traditional forms of advertising, even the most elaborate web
site is a low cost marketing & PR solution and is more flexible. For example, a website is
not constrained by size. We can say so much in a newspaper ad, or a radio spot. We can
supplement that limited information by including our web address in our ads. Then our
potential client has almost unlimited information about our company available to them.
Phone numbers can be hard to remember, but a catchy web address is all a potential
customers needs to remember to find out more about our business. It also adds business
stability.
For a company, eyeing to export market & further business development across country
website plays a very important role.
____________________________________________________________________ 33
Chapter
11
____________________________________________________________________ 34
References & Bibliography
1. ^ "The website of the world's first-ever web server accessdate=2008-08-30".
2. ^ Cailliau, Robert. "A Little History of the World Wide Web". Retrieved on 2007-
02-16.
3. ^ "AskOxford - How should the term website be written in official documents and
on the web?" Oxford Dictionaries Online. Retrieved on 2007-02-23.
4. ^ "The Slot—Sharp Points: Here We Go Again—Eeee!". Retrieved on 2007-02-25.
External links
• Internet Corporation For Assigned Names and Numbers (ICANN)
• World Wide Web Consortium (W3C)
• The Internet Society (ISOC)
____________________________________________________________________ 35

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together to form a background for accomplishment of a task. The valuable cooperation

successful completion of the Project undertaken. I am thankful to my teachers &

me a lot in preparation of my Case Study Project.

Chapter Content List Page

communication technologies had made it possible for an interregularly exchange of

project in on Website as effective tools of PR.

teachers, colleagues in college as well as in my professional life.

report from different sources etc.

dedication from the owner to a particular celebrity.

distribute visitor loads over multiple computers at multiple locations.

A Web page is a document, typically written in (X)HTML, that is almost always

constituting the "World Wide Web".

parts of the site.

encoded in word processor formats.

• a non-profit organization website

It could be the work of an individual, a business or other organization, and is typically

computer-based and Internet-enabled devices of various sizes, including desktop

computers, laptops, PDAs and cell phones.

audio/video and interactive menus and navigation.

information is static. Similar to handing out a printed brochure to customers or clients, a

skills and software.

offer at that time.

They are edited using four broad categories of software:

directly within the editor program

• WYSIWYG offline editors, such as Microsoft FrontPage and Adobe Dreamweaver

(previously Macromedia Dreamweaver), where the site is edited using a GUI

interface and the underlying HTML is generated automatically by the editor

• Template-based editors, such as Rapidweaver and iWeb, which allow users to

automatically and/or frequently based on certain criteria. It generally collates information

on the hop each time a page is requested.

be based on variable user input.

information stored in a database and made available to users.

on the fly by piecing together certain blocks of code, procedures or routines. A

dialogue between users, monitor a changing situation, or provide information in some

way personalized to the requirements of the individual user.

based technologies such as RSS.

initiating the dynamic engine on a per-user or per-connection basis.

into two broad categories, as defined below.

1. Content based sites

2. Product or service based sites

Some websites derive revenue by offering products or services. In the case of e-

from which it derives further income.

Associated Press Stylebook, Reuters, Microsoft, academia, book publishing, The

derivative terms such as Web master/webmaster and Web cam/webcam).

"website" as its standardized form in 2004.[3]

classifications might include:

usually three relationship tiers. Affiliate Agencies (e.g., Commission Junction),

Advertisers (e.g., Ebay ) and consumer (e.g., Yahoo ).

• Archive site: used to preserve valuable electronic content threatened with

was archiving over 845,000,000 messages posted to Usenet news/discussion

include discussion forums (e.g., blogger , Xanga).

content (e.g., Slate, About.com).

• Corporate website: used to provide background information about a business,

• Commerce site (or eCommerce site): for purchasing goods, such as

Amazon.com, CSN Stores, and Overstock.com.

each other, usually by chat or message boards, such as MySpace.

example, Richmond.com is the geodomain for Richmond, Virginia.

• Gripe site: a site devoted to the critique of a person, place, corporation,

necessarily for commercial purposes, such as: RateMyProfessors.com, Free

Internet Lexicon and Encyclopedia. Most government, educational and non-profit

institutions have an informational site.