Date Approved

7-27-1997

Embargo Period

8-25-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

Ric Edelman College of Communication & Creative Arts

Advisor

Bagin, Donald

Subject(s)

Corporations--Public relations; World Wide Web

Disciplines

Public Relations and Advertising

Abstract

The purpose of this study was to compile techniques available to public relations practitioners to promote World Wide Web sites to a targeted business-to-business audience, Without an active promotion program, using a variety of online and offline media, companies are unlikely to draw sufficient qualified traffic to their web sites to justify the cost of a site. Web technology is changing so fast, and content and usage are growing so quickly, that the only way to keep up is through use of online resources. Finding the resources specifically focused on web site promotion can be daunting, however, without guidance as to where to look for help. The World Wide Web is a new medium, different from those that preceded it. In order to be effective with this new electronic medium, public relations practitioners need to understand its technological and creative challenges – and opportunities.

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