Project Report on Role of Website in  PR 

 

ROJECT RE ORT

ON

ROLE
OF
WEBSITE
IN
UBLIC RELATION

Made by:
C S Jeena
Email: cjhomai@gmail.com
cjhomai@gmail.com  
Course of Study: ublic Relation, Section A
Topic of the Study aper : Role of Websit e in R

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 Project Report on Role of Website in  PR 

 

Acknowledgement

No ta
task
sk is a  sing
single
le  ma
man’
n’ss  effo
effort
rt..  Va
Vari
riou
ouss  fact
factor
ors,
s, si
situ
tuat
atio
ions
ns an
and
d  pe
pers
rson
onss  in
inte
tegr
grat
ate
e

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

an
and
d  gu
guid
idan
ance
ce,,  dire
direct
ctly
ly  or indi
indire
rect
ctly
ly  of vari
variou
ouss  pe
peop
ople
le  ha
hass  cont
contri
ribu
bute
ted
d  a  lo
lott  to the
the

succ
succes
essf
sful
ul  comp
comple
leti
tion
on  of th
the
e  Proj
Projec
ectt  un
unde
dert
rtak
aken
en..  I  am  than
thankf
kful
ul  to  my teac
teache
hers
rs  &

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n
Atlastbutnottheleas
ottheleastIpaymygrati
tIpaymygratitudetomypar
tudetomyparents&col
ents&colleaguesw
leagueswhohavehelp
hohavehelped
ed

mealotinpreparationofmyCaseStudyProject.

C S JEENA

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 Project Report on Role of Website in  PR 

 

Chapter

Chapter
TABLE OF CONTENTS

Cont ent List

1 age

No No
1. Synopsis

Objective

Methodology 4
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 ublic Relation 16 - 24
5. Various other tools in ublic Relat io n 25
6. Comparison of website with other tools of 27

ublic Relation
7. F ut
u t ur
u r e p rro
ossp
p ec
ec ts
ts o f w e
ebbs
sii te
te i n u bl
bl ic
ic R el
el a
att io
io n 2 9-
9- 3
311
8. Format of Questionnaire 32
9. Conc lus io n 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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 Project Report on Role of Website in  PR 

 

Chapter

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
2
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

sour
source
cess  fo
forr  th
the
e  da
data
ta we
were
re ma
main
inly
ly ba
base
sed
d  on we
web
b  sear
search
ch,,  vari
variou
ouss  re
refe
fere
renc
nce
e  bo
book
oks,
s,

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.

Ther
Theref
efor
ore,
e, th
the
e  data
data has
has  been
been co
collllec
ecte
ted
d  as st
stat
atis
istitica
call  da
data
ta ex
expe
pert
rt kn
know
owle
ledg
dge,
e,

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
whitepapers.Therearealsonumeroussub
.Therearealsonumeroussub-categ
-categoriestotheones
oriestotheones

listedabove.Forexample,aporn
listedabove.Forexample,apornsiteisaspecifictypeofeCommercesiteorbusiness
siteisaspecifictypeofeCommercesiteorbusiness

sit
site(thatis,itis
e(thatis,itistry
tryingtosellmemb
ingtosellmembers
ership
hips
sforacc
foraccesstoitssite
esstoitssite).A
).A  fansite
fansitemaybea
maybea
dedicationfromtheownertoaparticularcelebrity
dedicationfromtheownertoaparticular celebrity..

Websitesareconstrainedbyarchitecturallimits(e.g.,thecomputingpowerdedicatedto

thewebsite).Verylarg
thewebsite).Verylargewebsite
ewebsites,suchasYahoo!
s,suchasYahoo!,Microso
,Microsoft,andGoogleemp
ft,andGoogleemploymany
loymany

serversand loadbalancing equi

equipm
pmen
entt  such
such as Cisco
Cisco Co
Cont
nten
entt  Se
Serv
rvic
ices
es Switches to

distributevisitorloadsovermultiplecomputersatmultiplelocations.

InJanuary2007,Netcraft,an
InJanuary2007,Netcraft,anInternetmonitoring
InternetmonitoringcompanythathastrackedWebgrowth
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
Webpages,
,ima
images
ges,
, videosor
videosoroth
otherdigit
erdigital
alass
assetsthatis
etsthatis

hostedononeormorewebservers,
hostedononeormorewebservers,usuallyaccessibleviathe
usuallyaccessibleviatheInternet
Internet..

AWebpageisadocument,typicallywrittenin(X
AWebpageisadocument,typicallywrittenin(X)HTML,  that
hat  is al
almo
mosst  al
alwa
ways
ys

accessibleviaHTTP
accessiblevia HTTP,aprotocolthattransfersinformationfromthe
,aprotocolthattransfersinformationfromtheWebserver
Webservertodisplay
todisplay

in th
the
e us
user
er's
's Webbrowser
Webbrowser.Allpubliclyaccessiblewebsitesareseencollectivelyas
.Allpubliclyaccessiblewebsitesareseencollectivelyas

constitutingthe"WorldWideWeb
constitutingthe"WorldWideWeb".
".

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 Project Report on Role of Website in  PR 

 
ThepagesofawebsitecanusuallybeaccessedfromacommonrootURL
ThepagesofawebsitecanusuallybeaccessedfromacommonrootURL calledthe

homepage,
homepage, and
and usua
usuallllyy resi
reside
de on the
the same
same phys
physic
ical
al se
serv
rver
er.
. Th
The
e UR
URLs
Ls of the
the page
pages
s

organizethemintoahierarchy,althoughthe hyperlinks
hyperlinksbetweenthemcontrolhowthe
betweenthemcontrolhowthe

reader
reader perc
perceiv
eives
es the overallstructure
overallstructureandhowthe
andhowthetraffic
traffic flowsbetweenthedifferent

partsofthesite.

Somewebsitesrequireasubscription
Somewebsitesrequirea subscriptiontoaccesssomeoralloftheircontent.Examplesof
toaccesssomeoralloftheircontent.Examplesof

subscriptionsitesincludemanybusinesssites,partsofmany news si
site
tes,
s, academic
academic

 journal sites,  gaming  sites, mes

 journal messag
sage
e  boa
boards
rds,,  Web-b
eb-bas
ased
ed e-mail
e-mail,,  services, social
social

networking we
webs
bsitites
es,,  and
and  site
sitess  prov
provid
idin
ing
g  real
real-t
-tim
ime
e stockmarket
stockmarket da
data
ta..  Be
Beca
caus
use
e  th
they
ey

requireauthenticationtoviewthecontenttheyaretechnicallyanIntranet
requireauthenticationtoviewthecontenttheyaretechnicallyanIntranetsite.
site.

HISTO Y

TheWorldWideWebwascreatedin1990byCER
TheWorldWideWebwascreatedin1990byCERNengineer,Ti
Nengineer,TimBerners-
mBerners-Lee.On30
Lee.On30

April1993,CERN
April1993,CERNannouncedthattheWorldWideWebwouldbefreetoanyone.Before
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
filetransferprotocolandthe
andthe

gopherprotocolwereusedtoretrieveindividualfilesfromaserver.Theseprotocolsoffer
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.

Docu
Docume
ment
ntss  we
were
re mo
most
st of
ofte
ten
n  pres
presen
ente
ted
d  as pl
plain
ain text
text fifile
less  wi
with
thou
outt  form
format
attiting
ng or we
were
re

encodedinwordprocessor
encodedin wordprocessorformats.
formats.

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 Project Report on Role of Website in  PR 

 

Chapter

OVE VIEW

Organizedbyfunctionawebsitemaybe
3
• apersonal website

• acommercial website

a
agovernmentwebsite
governmentwebsite
• a
anon-profitorganization
non-profitorganizationwebsite
website

Itcouldbethe wor
work
kofan
ofan indi
individu
vidual,a
al,abusi
busines
ness
sorotherorga
orotherorganiz
nizatio
ation,and
n,andistypic
istypicall
ally
y

dedica
dedicatedto
tedto som
some
e par
partic
ticula
ular
r top
topicor
icorpurpo
purpose.Anywebs
se.Anywebsitecan
itecancon
contai
tain
n a hyperli
hyperlinkto
nkto

anyotherwebsite,sothe
anyotherwebsite,sothedisti
distinctionbetwe
nctionbetweenindividua
enindividuallsites
sites,as
,aspercei
perceivedbytheuser,
vedbytheuser,

maysometimesbeblurred.Websit
maysometimesbeblurred.Websitesarewrittenin,ordynamicall
esarewrittenin,ordynamicallyconvertedto,HTML
yconvertedto,HTML

(HyperTextMarkupLanguage)andareaccessedusinga softwareinterfaceclassified
softwareinterfaceclassified

asanuseragent
asan useragent.Webpagescanbeviewedorotherwiseaccessedfromarangeof
.Webpagescanbeviewedorotherwiseaccessedfromarangeof

co
comp
mput
uter
er-ba
-base
sed
d  and
and  In
Inte
tern
rnet
et-e
-ena
nabl
bled
ed  devi
device
cess  of  va
vari
riou
ouss  si
size
zes,
s,  in
incl
clud
uding
ing  de
desk
skto
top
p

computers,laptops,PDAsandcellphones.

Awebsiteishosted
Awebsiteishostedona
onacomputersystem
computersystemknownasa
knownasawebserver
webserver,alsocalledanHTTP
,alsocalledanHTTP

server
server,andthes
,andthesetermscanals
etermscanalsorefertothe
orefertothesoftware
softwarethatrunsonthesesystemsand
thatrunsonthesesystemsand

th
that
at retr
retrie
ieve
ves
s and
and deli
delive
vers
rs th
the
e We
Web
b page
pages
s in re
resp
spon
onse
se to re
requ
ques
ests
ts from
from th
the
e we
webs
bsitite
e

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 Project Report on Role of Website in  PR 

 
users.Apache
users. Apache isthemostcommonlyusedWebserversoftware(accordingto Netcraft
Netcraft

statistics)andMicrosoft
statistics)andMicrosoft's
'sInternetInformationServer
InternetInformationServer(IIS)isalsocommonlyused.
(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
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
userwillviewthem.ItisprimarilycodedinHTML(Hyper-textMarkupLanguage).
(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stat
informationisstatic.Simil
ic.Similartohandingoutaprintedbroc
artohandingoutaprintedbrochuretocusto
huretocustomersorclien
mersorclients,a
ts,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,ph
processtoeditthetext,photosandothe
otosandothercontentan
rcontentandmayrequirebas
dmayrequirebasicwebsi
icwebsitedesign
tedesign

skillsandsoftware.

Insummary,visitorsarenotabletocontrolwhatinformationtheyreceiveviaastatic

website,andmustins
website,andmustinsteadsettl
teadsettleforwhateve
eforwhatevercontenttheweb
rcontentthewebsiteownerhasdec
siteownerhasdecidedto
idedto

offeratthattime.

Theyareeditedusingfourbroadcategoriesofsoftware:

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 Project Report on Role of Website in  PR 

 
• Texteditors,
Texteditors, such as Notepad
Notepad or TextEdit
TextEdit,wheretheHTMLismanipulated
,wheretheHTMLismanipulated

directlywithintheeditorprogram

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

(previo
(previousl
uslyy  Mac
Macrom
romedi
edia
a  Dre
Dreamw
amweav
eaver)
er),,  whe
where
re the sit
site
e is  edited using a G U I  
edited using

in
inte
terf
rfac
ace
e  and
and  the
the  unde
underl
rlyi
ying
ng  HT
HTML
ML is  ge
gene
nera
rate
ted
d  au
auto
toma
matitica
callllyy  by  the
the  ed
edititor
or
software

• WYSI
WYSIWY
WYG
G  On
Onliline
ne edit
editor
ors,
s, wh
wher
ere
e  the
the  an
anyy  me
medi
dia
a  ri
rich
ch onli
online
ne pr
pres
esen
enta
tatition
on lilike
ke

websites,widgets,intro,blogsetc.arecreatedonaflashbasedplatform.

• Template-basededitors,suchas Rapidweaver and

andiWeb
iWeb,whichallowusersto
,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
addpicturesandtexttoitinaDTP -likefashionwithouteverhavingtoseeany
HTMLcode.
HTMLcode .

Dynamic website

A DynamicWebsite isonethatdoesnothavewebpagesstoredontheserverinthe
isonethatdoesnothavewebpagesstoredontheserverinthe

sam
same  fo
form
rm as the
the  user
user  will
ill  view
view  them
them..  Inste
nstead
ad,,  the  web  page
page  co
cont
nten
entt  ch
chan
ange
ges
s

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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 Project Report on Role of Website in  PR 

 
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
and  appr
approv
oved
ed  by the
the  ow
owne
ner)
r)..  The adv
advanta
antage
ge  is  that
hat  ther
there
e  is usua
usuallllyy  a  lot  mor
ore
e

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  th
the
e  fl
flyy  by piec
piecin
ing
g  toge
togeth
ther
er cert
certai
ain
n  bloc
blocks
ks of code,
ode,  pr
proc
oced
edur
ures
es or ro
rout
utin
ines
es..  A

dynamically
dynamically-generat
-generatedwebpagewouldcallvariousbitsofinformatio
edwebpagewouldcallvariousbitsofinformationfroma
nfromadatabas
database
e

an
and
d put
put th
them
em toge
togeth
ther
er in a pre-
pre-de
defifine
ned
d for
forma
mat
t to pr
pres
esen
ent
t the
the re
read
ader
er wi
with
th a co
cohe
heren
rent
t

page.Itinteractswithusersinavarietyofwaysincludingbyreadingcookies
page.Itinteractswithusersinavarietyofwaysincludingbyreading cookiesrecognizing
recognizing

users'previoushistory,sessionvariables,serversidevariablesetc.,orbyusingdirect

interaction(formelements,mouseovers
interaction(formelements,mouseovers,etc.).Asitecandisplaythecurrentstateofa
,etc.).Asitecandisplaythecurrentstateofa

dialogu
dialogue
e bet
betwee
ween
n use
users,moni
rs,monitora
tora chang
changingsitua
ingsituatio
tion,
n, or
orpro
provid
vide
e informat
informationin
ioninsome
some

waypersonalizedtotherequirementsoftheindividualuser.

Some
Some  co
coun
untr
trie
ies,
s,  fo
forr  exam
exampl
ple
e  th
the
e  U.K.
U.K.  have
have  in
intr
trod
oduc
uced
ed  le
legi
gisl
slat
atio
ion
n  re
rega
gard
rdin
ing
g web
web

accessibility

Software systems

Thereareawiderangeofsoftwaresystems,suchasJavaServerPages
Thereareawiderangeofsoftwaresystems,suchas JavaServerPages(JSP),the
(JSP),thePHP
PHP

andPerl
andPerlprogramminglanguages
programminglanguages,, ActiveServerPages (ASP),YUMAandColdFusion
(ASP),YUMAandColdFusion

(CFM)thatareavailabletogeneratedynamicWebsystemsanddynamicsites.Sites

mayalsoincludecont
mayalsoincludecontentthati
entthatisretrie
sretrievedfromoneormo
vedfromoneormore
redatabases
databasesorbyusing
orbyusingXML
XML--

basedtechnologiessuchasRSS
basedtechnologiessuchasRSS..

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 Project Report on Role of Website in  PR 

 
Stat
Static
ic  cont
conten
entt  ma
mayy  also
also  be dy
dyna
nami
mica
callllyy  ge
gene
nera
rate
ted
d  ei
eith
ther
er  pe
peri
riod
odic
ical
ally
ly,,  or  if cert
certai
ain
n

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

th
them
em tosho
toshow
w activecontent, suchas Flash
Flash,, Shockwave
Shockwave or applets
applets wr
writ
itte
ten
n in Java
Java.
.

DynamicHTMLalsoprovidesforuserinterac
DynamicHTML alsoprovidesforuserinteractivit
tivityandrealtimeelementupda
yandrealtimeelementupdatingwithin
tingwithin

Web
Web pa
page
ges
s (i.e
(i.e.,
., page
pages
s don'
don't
t have
have to be load
loaded
ed or rel
reloa
oadedto
dedto effe
effectany
ctany ch
chan
ange
ges)
s),
,

mainlyusingtheDOM
mainlyusingthe DOM and
andJavaScript
JavaScript,supportwhichisbuilt-intomostmodernWeb
,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
contextual

ads).
ads ).

2. roduct or service based sites

Some
Some we
webs
bsit
ites
es de
deri
rive
ve reve
revenu
nue
e  by of
offe
feri
ring
ng pr
prod
oduc
ucts
ts or serv
servic
ices
es..  In the
the  case
case of e-

commercewebsites,theproductsorservicesmaybepurchasedatthewebsiteitself,by
commerce websites,theproductsorservicesmaybepurchasedatthewebsiteitself,by

enteringcreditcar
enteringcreditcardorotherpayme
dorotherpaymentinforma
ntinformationintoapayme
tionintoapaymentformonthesit
ntformonthesite.While
e.While

most  business  websites  serve  as  a  shop  window  for  existing br

briick  and
and  mo
mort
rtar
ar

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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 Project Report on Role of Website in  PR 

 
Websitesoccasionallyderiveincomefromacombinationofthesetwopractices.For

ex
exam
ampl
ple,
e, a we
webs
bsitite
e suchas an
anonli
online
ne auct
auctio
ions
ns webs
websitite
e may ch
charg
arge
e the
the us
user
ers
s of its
its

auctionservicetolistanauct
auctionservicetolistanauction,butalsodis
ion,butalsodisplaythird
playthird-partyadv
-partyadvertis
ertisementsonthesit
ementsonthesite,
e,

fromwhichitderivesfurtherincome.

Spelling

Asnot
As noted
edabo
above,thereare
ve,thereare sev
severa
erall dif
differ
ferentspell
entspelling
ings
s forthister
forthis term.Althou
m.Although
gh "we
"websi
bsite"
te"

an
and
d  "web
"web  site
site""  are
are  comm
common
only
ly  us
used
ed  (the
(the  fo
form
rmer
er  es
espe
peci
cial
ally
ly  in  Brit
Britis
ish
h  En
Engl
glis
ish)
h),,  the
the

Asso
Associ
ciat
ated
ed  Pres
Presss  St
Styl
yleb
eboo
ookk, Reuters
Reuters,, Microsoft
Microsoft,,  academia, boo
bookk  pub
publis
lishin
hing,
g, The 

ChicagoManualofStyle , anddictionariessuchas
anddictionariessuchasMerriam-Webster
Merriam-Websterusethetwo-word,
usethetwo-word,

initiallycapitalizedspellingWebsite .Thisisbecause"Web"isnotageneraltermbuta
.Thisisbecause"Web"isnotageneraltermbuta

sh
shor
orte
tene
ned
d fo
form
rm of WorldWideWeb .Aswithmanynewlycreatedterms,itmaytake
. 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
CanadianOxfordDictionary andthe
andtheCan
Canadia
adian
n Pre
PressStyle
ssStyleboo
book
k lis
list
t "websi
"website"and
te"and

"web
"web pa
page
ge""  as th
the
e  pref
prefer
erre
red
d  sp
spel
elliling
ngs.
s. Th
The
e OxfordEnglishDictionary
OxfordEnglishDictionary be
bega
gan
n  us
usin
ing
g

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

BillWalsh,thecopychiefof
BillWalsh ,thecopychiefofTheWashingtonPost's nationaldesk,andoneofAmerican
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 ,andonhissite,theSlot.[4 ]
andTheElephantsofStyle ,andonhissite,theSlot.

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:

 _____________________________________________________
 _________________________ ___________________________________________ 
_______________    12
 

 Project Report on Role of Website in  PR 

 
• Af fi lia te :  enabled portal
portal that  renders  not  only  its  custom CMS bu
butt  al
also
so

syndicatedcontentfromothercontentprovidersforanagreedfee.Thereare

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

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

Ar
Arch
chiv
ive
e  site
site::  used
used  to  pres
preser
erve
ve  valu
valuab
able
le  el
elec
ectr
tron
onic
ic  cont
conten
entt  thre
threat
aten
ened
ed  wi
with
th
extinction.Twoexamplesare:InternetArchive,
extinction.Twoexamplesare: InternetArchive,whichsince1996haspreserved
whichsince1996haspreserved

billionsofold(andnew)Webpages;and GoogleGroups
GoogleGroups,whichinearly2005
,whichinearly2005

was arc
archiv
hiving
ing ove
overr  845
845,00
,000,0
0,000
00 mes
messag
sages
es pos
posted
ted to Usenet
Usenet news
news/disc
/discussion
ussion

groups.

• Blog (or
Blog (or web
web log)
log) site
site:: site
sitess  gene
general
rally
ly us
used
ed to post
post on
onlin
line
e diar
diarie
iess which
which may

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

Content site
Content site::  site
sitess  whos
whose
e  busi
busine
ness
ss is the
the  cr
crea
eatition
on an
and
d  di
dist
stri
ribu
butition
on of or
orig
igin
inal
al
content(e.g.,Slate ,About.com
,About.com).
).

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

organization,orservice.

• Comm
Commer
erce
ce  site
site (or  eCommerce  site):  for  purchasing  goods,  such  as

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

• Com mun ity sit e :asitewherepersonswithsim

:asitewherepersonswithsimilarinteres
ilarinterestscommun
tscommunicatewith
icatewith

eachother,usuallybychatormessageboards,suchas
eachother,usuallybychat ormessageboards,suchasMySpace
MySpace. .
• CitySite:A
CitySite: A sit
sitethatshowsinf
ethatshowsinform
ormati
ationabouta
onaboutacer
certai
tain
ncit
city
yortownandeven
ortownandevents
ts

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

• Gr
Grip
ipe
e  site
site::  a  sit
ite
e  de
devvoted
oted  to  the
the  cr
crit
itiq
ique
ue  of  a  pers
person
on,,  pl
plac
ace,
e,  corp
rpor
orat
atiion,
on,

government,orinstitution.

 _____________________________________________________
 _________________________ ___________________________________________ 
_______________    13
 

 Project Report on Role of Website in  PR 

 
• Hu mo r s it e :satirizes,parodiesorotherwiseexistssolelytoamuse.

• Informationsite:containscontentthatisintendedtoinformvisitors,butnot

ne
nece
cess
ssar
arililyy  fo
forr  co
comm
mmer
erci
cial
al  purp
purpos
oses
es,,  su
such
ch as
as:: RateMyProfessors.com
RateMyProfessors.com,Free
,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
Javaapplet site:containssoftwaretorunovertheWebasaWebapplication
Webapplication.
.

• Mirror(computing)site:Acompletereproductionofawebsite.
Mirror(computing) site:Acompletereproductionofawebsite.

• Newssite:similartoaninformationsite,butdedicatedtodispensingnewsand
Newssite:similartoaninformationsite,butdedicatedtodispensingnewsand

commentary.

•   ers ona l hom epag e: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 .
Theseareusuallyuploadedusingawebhostingservicesuchas
• Phishsite:awebsitecreatedtofraudulentlyacquire sensitiveinformation,such
sensitiveinformation ,such

aspasswordsandcreditcard
aspasswordsand creditcarddetails,bymasqueradingasatrustworthyperson
details,bymasqueradingasatrustworthyperson

or bu
busi
sine
ness
ss (suc
(such
h as SocialSecurityAdministration
SocialSecurityAdministration,, PayPal
PayPal)inan
)inanelectronic
electronic

communication(see
communication(seePhishing
Phishing).
).

• Politicalsite:Asiteonwhichpeoplemayvoicepoliticalviews.

• Porn
Porn  site
site -  a  site
ite  that
hat  show
showss  sex
sexua
uallllyy  expl
explic
icit
it  co
cont
nte
ent  for  enjo
enjoym
ymen
entt  and
and

relaxation,mostlikelyintheformofaninternetgallery,datingsite,blog,orvideo
sharing.

• Ra ti ng s it e :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.
Reviewsite:Asiteonwhichpeoplecanpostreviewsforproductsorservices.

• Sch ool sit e :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.

 _____________________________________________________
 _________________________ ___________________________________________ 
_______________    14
 

 Project Report on Role of Website in  PR 

 
• Vide o shar ing :Asitethatenablesusertouploadvideos,suchasYouTube
Asitethatenablesusertouploadvideos,suchasYouTubeand
and

Google  Video. 

Search engine site
engine  site

Asitethatprovidesgeneralinformationandisintendedasagatewayorlookupfor

othersites.ApureexampleisGoogle
othersites.ApureexampleisGoogle,andthemostwidelyknownextendedtypeis
,andthemostwidelyknownextendedtypeis

Yahoo!.
Yahoo! .

• Shocksite:includes
Shocksite:includesimages
imagesorothermaterialthatisintendedtobeoffensiveto
orothermaterialthatisintendedtobeoffensiveto

mostviewers(e.g.rotten.com
mostviewers(e.g.rotten.com).
).

• Warez:
Warez : a site
site desi
designe
gned
d to host
host and
and let us
user
ers
s do
down
wnloa
load
d copyri
copyrigh
ghte
ted
d mate
materi
rials
als

illegally.

• Webportal:asitethatprovidesastartingpointoragatewaytootherresources
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  colla

Wiki llabora
rattivel
elyy  edit  (such  as Wikipedia
Wikipedia and

Wikihow ).

 _____________________________________________________
 _________________________ ___________________________________________ 
_______________    15
 

 Project Report on Role of Website in  PR 

 

Chapter

IMPORTANCEOFWEBSITE’SINPUBLICRELATIONSSUCCESS

Websiteplaysanimportantroleinsuccessofpublicrelation.
4
TipsforaPRprofessionaltoevaluatethepublicrelationssuccessoftheir
TipsforaPRprofessionaltoevaluatethepublicrelations successoftheirwebsite.
website.

1. Sitemap.Sitemapsareofte
Sitemap.Sitemapsareoftenmisun
nmisunder
dersto
stoodin
odin termsoftheirusef
termsoftheirusefuln
ulnessona
essona web
web

site.. ThisWebifiedtableofcontentsisacompany’ssaviorforvisitorsunablefindthe
site

informationtheyseekinatimelyfashion.Commonmistakesinclude:Forgettingto

up
updatea sitemap
datea sitemap whennewpagesareadded;linkingtoa sitemap
sitemap fromonl
fromonly
y the
the

homepage;thebeliefthata“thin”website
homepage;thebeliefthata“thin” websitedoesn’tdeservea
doesn’tdeserveasitemap
sitemap;andpoornaming.
;andpoornaming.

Asitemapshouldalwaysbea“
Asitemapshouldalwaysbea“sitemap
sitemap”andnot“sitecontents”or“tableofcontents.”
”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
website arethebestwaystoextendthe
arethebestwaystoextendthepublicrelations
publicrelations effectiveness
ofyoursite.Failuretocommunicatethisinformationup-frontmaycreateanundesired

experi
experienc
ence
e forfirs
forfirst-t
t-timevis
imevisito
itors,whic
rs,which
h hasa
hasadire
directimpac
ctimpact
tthebott
thebottomline.Be
omline.Be bri
briefin
ef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stud
informationstudentssou
entssoughtwasforpaper
ghtwasforpapersandessaysduewit
sandessaysduewithin24hours.(Kid
hin24hours.(Kids!)Not
s!)Not

 _____________________________________________________
 _________________________ ___________________________________________ 
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 Project Report on Role of Website in  PR 

 
able
able orwilli
orwilling
ngtoanswe
toanswer
r thevolu
thevolumeof
meof ema
emails
ils,
, Irecom
Irecommen
mendedthecompa
dedthecompanycreat
nycreate
ea
a

sp
spec
ecialsect
ialsectio
ion
n on
onthei
theirr website
website spe
specif
cifica
ically
lly for
forstu
studen
dents
ts and writte
written
n with tho
those
se las
last-
t-

minu
minute
te auth
author
orss  in mind
mind..  Th
This
is se
sect
ctio
ion
n  beca
became
me an ex
exce
cellllen
entt publicrelations
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.
4.Titletags.Atitletaghelpsreadersorientthemselvesona
Titletags.Atitletaghelpsreadersorientthemselvesona website
website,especiallywhen
,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
5.Alternativetags.EverygraphiconaWebsitehastheoptionofhavingatext-basedtag
to disp
displa
layy  wh
whilile
e it is  load
loadin
ing.
g. Th
This
is wa
wass  mo
more
re ur
urge
gent
nt in the
the  da
days
ys be
befo
fore
re hi
high
gh-s
-spe
peed
ed

connectionswhenusersalteredtheirbrowserpreferencestonotloadgraphics.Although

high-speedconnectionsarenowcommon, alttags
alttagsarenownecessaryforsearchengine
arenownecessaryforsearchengine

alttags,,restthecursorofyourmouseonagraphicon
indexing.Toseeifyoursiteuses alttags

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.
6.Designcontinuity
Designcontinuity.Ifacompanygoestothetroubleofpayingthousandsofdollarsto
.Ifacompanygoestothetroubleofpayingthousandsofdollarsto

Website,continuityofdesignshouldbeatoppriority.Usersenjoytheir
createaWebsite
createa ,continuityofdesignshouldbeatoppriority.Usersenjoytheirwebsite
website

expe
experi
rien
ence
cess  mo
more
re when
hen  navi
naviga
gati
tion
on is in th
the
e  sam
ame
e  pl
plac
ace
e  on  ever
everyy  page
page,,  nami
naming
ng

conv
conven
enti
tion
onss  sa
sayy  the
the  sa
same
me,,  an
and
d  inte
interi
rior
or  pa
page
gess  in
inco
corp
rpor
orat
ate
e  a  si
simi
mila
larr  de
desi
sign
gn as the
the

homepage.

Therearecertainlymorethansixwaystooptimizeyourwebsiteandputitonacourse
Therearecertainlymorethansixwaystooptimizeyourwebsite andputitonacourse

public
for public  rel
relati
ations
ons succ
succes
ess.
s. If you
you  do no
nott  ha
have
ve time
time to re
revi
view
ew yo
your
ur si
site
te,,  cons
consid
ider
er

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 Project Report on Role of Website in  PR 

 
webmasterfortheirfeedback.Besureand‘ccyour
forwardingthesesuggestionstoyourwebmaster
forwardingthesesuggestionstoyour fortheirfeedback.Besureand‘ccyour

publicrelationsdepartmentorconsultanttocoordinatetheireffortswithyour
publicrelationsdepartmentorconsultanttocoordinatetheireffortswithyourwebmaster
webmaster..

  u bl
b l ic
ic R el
e l at
a t i on
on s B as
a s ic
i c s : B oo
o o st
st B ra
r a nd
nd R ec
e c og
o g ni
n i t io
io n w it
i t h V al
a l ue
u e - Ad
Ad de
d e d 

Content

PRFuel i s value-addedcontent
PRFuel value-addedcontent tha
thatt also ser
serves
vesas
as con
contex
textua
tuall advertise
advertisemen
mentt for
forthe
the

company’sservicesandkeepsthecompany’sbrandinfrontofpotentialcustomers.

Value-a
Value-adde
dded
d  con
conten
tentt,especiallyonacompany’swebsite,hasbecomeaneasy,

inexpensive publicrelations
publicrelations  to
tool
ol,, allo
allowi
wing
ng us to di
dist
stri
ribu
bute
te new
new info
inform
rmat
atio
ion
n  abou
about
t ou
our
r

brandrecognitionandpromotesrepeatvisitorsto
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.
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
Theinternethasmadeproducinganddistributing value-addedcontent fastandsimple.

Utiliz
Utilize
e freeor low
low-cost onlinepublishingtoolssuchas
-cost onlinepublishingtools suchasWordPress
WordPressand
andBlogger
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.
registerfreelyatBlogger .comoratGoogleindividualblog.

Value-addedcontent workswellespeciallyfor
Value-addedcontent workswellespeciallyforbrickandmortarbusinesses
brickandmortarbusinesses..Ifweruna

gardensupplystore
gardensupplystore,launcha
,launchablog
blog dev
devote
otedto
dto gar
garden
dening
ing.You
.Youcanlinktoarti
canlinktoarticle
clesfrom
s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sit
web site
e that pro
provid
vides
es the
them
m wit
with
h valua
valuable
ble,, entert
entertain
aining
ing value-addedcontent,youcan
value-addedcontent,youcan

extendyourreachtotheconsumer.

Considersomeofthefollowin
Considersomeofthefollowingexamplesofthosewhocanbenefi
gexamplesofthosewhocanbenefitfromcreatingablog
tfromcreatinga blog

oremailnewsletter
oremailnewsletterfortheirbusiness:

 _____________________________________________________
 _________________________ ___________________________________________ 
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 Project Report on Role of Website in  PR 

 
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
intellectualpropertylaw.Considerwhoisgoingtobeinterestedinthisissueandthe
.Considerwhoisgoingtobeinterestedinthisissueandthe

possibilitytheymayneedyourservicesdowntheline.

Recordstores
Recordstores.Sure,youwanttosellrecord
.Sure,youwanttosellrecords,butwhic
s,butwhich
h rec
records
ords?
?Youget200promo
Youget200promo

CDsfrom
CDsfromlab
labelseachmont
elseachmonth,dolethemoutto
h,dolethemouttowork
workers
ers,
,andhavethemwri
andhavethemwriterevie
tereviews.
ws.

Comp
Compilile
e  th
the
e revi
review
ewss  into
into a  we
week
ekly emailnewsletter or publ
ly emailnewsletter publis
ish
h themon
themon a blog
blog and
and

promoteitin
promoteitinyourstore’
yourstore’sadvertis
sadvertisement
ements.Iwasoncean
s.Iwasonceanassi
assistantmanagerata Tower
stantmanagerata Tower

Records and  we  experim

Records rimented  with  a pri
print
nt  new
newsle
slette
tterr wher
where
e  cl
cler
erks
ks re
revi
view
ewed
ed ne
new
w

merchandise.Itgavethecustomerssomethingtoreadwhiletheywalkedaroundand

th
the
e  st
staf
afff  soon
soon  no
noti
tice
ced
d  some
someth
thin
ing
g  inte
intere
rest
stin
ing:
g:  Sa
Sale
less  for
for  pr
prod
oduc
ucts
ts  re
revi
view
ewed
ed  in  the
the

magazineincreasedanaverageof12percenttheweektheywerefeatured.

Technol
Technology
ogy::  Doe
Doess  you
yourr  com
compan
panyy  cre
create
ate app
applica
licatio
tions handhelddevices?Whynot
ns for handhelddevices ?Whynot

launchadailyblog
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..
certainhandhelddevices

Thes
These
e are
are justa
justa fewexa
fewexamp
mple
les
s ofhow value-addedcontent
value-addedcontentcanbeusedasa
canbeusedasapublic
public

relationsandpromotionaltool.A
relations andpromotionaltool.Aemailnewsletter
emailnewsletter ora
ora blog
blog isperfectforboostingbrand
isperfectforboostingbrand

recognition.Ifyoudoitwell,youhavetheopportunitytocreateadestinationwebsiteor
recognition .Ifyoudoitwell,youhavetheopportunitytocreateadestinationwebsiteor

must-reademailnewsletter.
must-read emailnewsletter.

 _____________________________________________________
 _________________________ ___________________________________________ 
_______________    19
 

 Project Report on Role of Website in  PR 

 

PUBLICRELATIONSBASICS:OPTIMIZINGYOURONLINEPRESENCE

Bynowmostorganizations—non-profitorfor-profit,largeorsmall—haveaddedaweb
Bynowmostorganizations—non-profitorfor-profit,largeorsmall—haveaddedaweb

presence totheir
presence totheirpublicrelations
publicrelationsefforts.It’snotenough,however,justtohavea
efforts.It’snotenough,however,justtohaveaweb
web
site.. Leav
site Leavingitdangli
ingitdanglingout
ngoutthe
therein
rein cyb
cybers
erspac
pacelikea
elikeaforl
forlornlitt
ornlittleplane
leplanetin
tina
a farawa
faraway
y

ga
gala
laxyis
xyis a mis
mista
take
ke th
that
at’sfar
’sfar to
too
o comm
common
on,
, ev
evenamon
enamong
g thos
those
e in the
the publicrelations
publicrelations

game.Yourwebsite
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.
helpyoupromoteyourwebsite

Don’tBeInvisible

Keepinmindthatyourwebsite
Keepinmindthatyour website’saddressshouldbevisibleoneveryad,pieceof
’saddressshouldbevisibleoneveryad,pieceofdirect
direct
mail,,brochure,sign,andanyotherformof printedcommunication
mail printedcommunication youuse.Acommon

mistakeistoburyitinthesmallprintneartheendofaprintedcommunication
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
Ifyour websitegeneratesincomeeitherdirectlyorindirectly,youprobablyhaveahigher
generatesincomeeitherdirectlyorindirectly,youprobablyhaveahigher

budgettohelppromo
budgettohelppromoteit.Cons
teit.Conside
ider
rpla
planninga directmailcampaigndesignedtodrive
nninga directmailcampaigndesignedtodrive

traffictoyoursite,perhapswithacontestordrawingasanincentive.Suchmailings

shou
should
ld  co
cont
ntai
ain
n  st
stat
atem
emen
ents
ts that
that fi
firm
rmly
ly  posi
positi
tion your website
on  your website as a  24
24-h
-hou
our-
r-pe
per-
r-da
day
y

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
it’son-linequotes,listsofhelpfultips,current industrynews,
,troubleshootinginformation
troubleshootinginformation,
,

oranonlineportfolio
oran onlineportfoliothatshowcasessamplesofyourwork.
thatshowcasessamplesofyourwork.

Whenit’stimetoreprintbusinesscards
Whenit’stimetoreprint businesscardsandletterhead,addyour
andletterhead,addyourwebsite
website’saddressto
’saddressto

theseitemsaswell.Prospectiveclients
theseitemsaswell. Prospectiveclientswilloftenvisita
willoftenvisita website
websiteevenifthey’rereluctant

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 Project Report on Role of Website in  PR 

 
tomakeacalltothesalesdepartment.Makeiteasyforthose prospectiveclients
prospectiveclientsby
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
Oneofthebestno-costwaystopromoteyourwebsitetoweb-friendlycustomersand
toweb-friendlycustomersand
prospectiveclients
prospectiveclientsistolinkyoursitetoothersitesthatprovidecomplementaryproducts
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
with  arch
archit
itec
ects
ts an
and
d  inte
interi
rior
or  desi
design
gner
ers,
s, or wi
with trade organi
th trade organization
zationss in yo
your
ur in
indu
dust
stry
ry.
.

Obtainingpermissiontolinktoanothersiteisusuallyaseasyastalkingtoanotherpublic
Obtainingpermissiontolinktoanothersiteisusuallyaseasyastalkingtoanother public

relationsprofessi
relations professional,aslongastherelati
onal,aslongastherelationshipwil
onshipwillbemutuallybenefi
lbemutuallybeneficial.
cial.Directlinks
Directlinks 

areprobablymoreeffectivethanbannerads
areprobablymoreeffectivethanbannerads,whichtendtoelicitresponseratesofless
,whichtendtoelicitresponseratesofless

directlinkstoyoursiteyoucanplace,themoretrafficyou
thanonepercent.Themoredirectlinks
thanonepercent.Themore toyoursiteyoucanplace,themoretrafficyou
candirecttoyoursite.

Opt-InEmail
Opt-InEmailisaLow-CostOption
isaLow-CostOption

opt-inemailcampaignsdifferfrom“spamming”in
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
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 in
inte
tere
rest
st th
they
ey have
have spec
specifified
ied.. It is ta
targ
rget
eted
ed,
, not
not ra
rand
ndom
om.
. An
And
d beca
becaus
use
e opt-inemail
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
opt-inemailcampaignsare

moreeffectivethantargetedcampaignsconductedvia“snailmail..”
moreeffectivethantargetedcampaignsconductedvia“snailmail

If your
your pr
prod
oduc
uctt  or serv
servic
ice
e  is of a  ty
type
pe th
that
at is di
diff
ffic
icul
ultt  to se
sell
ll vi
via
a  emai
email–
l–co
comp
mplilica
cate
ted
d

informationsystems,forexample–astepping-stoneapproachmayworkforyou:Anopt-in
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
email

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 Project Report on Role of Website in  PR 

 
visi
visitt to the website
the website providestheinformationneededtogenerateinterest.Andthe

resultinginterestmayleadtoasale.

  lan According to Your Goals

Goals

Howmuchtimeandmoneyyouputin
Howmuchtimeandmoneyyouputintopromo
topromotin
tingyour
gyourwebsite
website dependsnotonlyon
youravailablebudget,butontheultimatepurposeofthesite.Websitesthatsupportthe

sales
sales andmarke
andmarketin
ting
g dep
depart
artmen
mentsby
tsby givin
giving
g quo
quotesor
tesortakin
taking
g secureorders
secureorders onlineare

obviouslyworthspendingafewpromotionaldollarson.Ifyourwebsite isgearedmore
obviouslyworthspendingafewpromotionaldollarson.Ifyourwebsite

towardofferinginformationandenhancingyourimageinthecommunity,however,some

ofthelow-orno-costsolut
ofthelow-orno-costsolutionslist
ionslistedabovemaybemoreappr
edabovemaybemoreappropriat
opriate.What’
e.What’simportan
simportant
t

isthatyoumakeyourwebpresenceknown.
isthatyoumakeyourwebpresence

IntranetsforEmployeeCommunications

It used
used to  be that
that when
hen  comp
compan
aniies grew
grew mu
mucch  lar
arge
gerr  th
than
an th
they
ey began, corporate
began, corporate

evolutionmeantanincreasein
evolution meantanincreasein officespace
officespace,, inclusionofIDbadgesintothe
inclusionofIDbadgesintothecorporate
corporate

culture andholi
culture andholidaypart
daypartieswer
iesweremovedfro
emovedfromtheCEO’shou
mtheCEO’shousetoa
setoarest
restaur
aurantorhotel
ant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
strainon humanresourceandbenefitsupportaswellasincreasesinpaperusageand
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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 Project Report on Role of Website in  PR 

 
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

oc
occu
curs
rs,,  In
Intr
tran
anet
etss  ca
can
n  crea
create
te  a  tw
two-
o-wa
wayy commu
communicat
nication
ion  vehic
vehicle
le betw
betwee
een
n  em
empl
ploy
oyee
ee

corporatecultureand
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

line  repository  of  company  meeting  notes, crisis
crisis

communication plans,  product/service  pricing, bill

communication billin
ing
g  ra
rate
tess 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
Creatinga

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

tw
two
o  by incl
includ
udin
ing
g  the
the  ne
new
w  comp
compan
anyy’s  weekl
eeklyy  bow
bowliling
ng  sco
core
ress  on  thei
theirr  Intr
Intran
anet
et  to
to

encourageafter-workcamaraderie.Eventually,boththeoldandnewcompanieswere

postingscoresÑstimulatinghealthycompetition.

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 Project Report on Role of Website in  PR 

 
Redu
Reduce
ce  Co
Cost
sts:
s: In
Inst
stea
ead
d  of  prin
printi
ting
ng  hund
hundre
reds
ds  of  he
heal
alth
th  be
bene
nefi
fitt  pa
pack
ckag
ages
es  pe
perr  year
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docum
replaceoutdateddocumentswithnewones.Compan
entswithnewones.CompanieshavemovedfromExcel
ieshavemovedfromExcel-based
-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

c a n d e s i g n t h e i r o w n We b p a g e s w i t h i n t h e c o m p a n y I n t r a n e t , a n d t h e n

customize them with features such as checking the weather or industry

related news. The system also allows employees to download tax forms

a n d r e v ie
ie w b e ne
ne f it
it i n fo
fo r mat
mat i on
o n . A n o n li
li n e m a r ke
ke t pl
p l a ce
ce i s a v ai
a i l ab
ab l e w i th
th

discounts on GE appliances and other products and services.

A t T e x a s I n s t r u me n t s , e mp l o y e e s c a n s e l e c t d o c t o r s f r o m a h e a l t h p l a n

from the corporate

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

i n tr
tr o d uc
uc e T I ’ s corporateculture.   HBO posts its cafeteria menu, community

events, classified ads, Girl Scout cookie sales and a service for finding a

r o om
om m at
at e . T he
h e r e i s n o d en
e n yi
y i ng
ng t h
hee p ot
ot e
enn ti
ti a
all a n I n
ntt r an
an et
e t c an
a n a ff
ff o
orr d

o r ga
g a n iz
iz a t io
io n s e x pe
p e r ie
ie n c
cii n g g r ow
o w t h.
h . I n tr
tr a ne
n e t s h a ve
ve c a ug
ug h t o n b e ca
ca u se
se ,

when designed correctly, they work beautifully .

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 Project Report on Role of Website in  PR 

 

Chapter

TOOLS IN

1. Pu
Publ
blic
icit
ity
R

yMe
Medi
dia
a
5
a) ThePres
ThePress–Ne
s–NewsRele
wsReleases,E
ases,Editori
ditorials/Arti
als/Articles/F
cles/Feature
eatures/Let
s/Lettersto
tersto

theEditors

b) Te
Tellevi
evision
sion

c) Radio

d) Films

e) Video

f) Ne
New
wTec
Techn
hnol
olog
ogie
ies
s

2. Ora
OrallCo
Comm
mmun
unic
icat
atio
ion
n

a) Meetings

b) Speeches

3. Pr
Prin
inte
tedL
dLititera
eratu
ture
re

a) Ho
Hous
use
eJo
Jour
urna
nall

b) An
Annu
nual
alR
Rep
epor
orts
ts

c) Ph
Phot
otog
ogra
raph
phs
s

d) Broc
Brochu
hure
res
s

 _____________________________________________________
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 Project Report on Role of Website in  PR 

 

Chapter

4. Ad
Adve
vert
rtis
isiing
ng

a) Mis
Miscel
cellane

b) Dire
Direct
laneous

ctMa
ousCom
Commun

Mailil
munica
icatio
tionT
nTool
ools
s 6
5. Me
Medi
dia
aRe
Rela
lati
tion
ons
s

a) Pre
Press
ssCon
Confer
ferenc
ences
es/P
/Pres
ressR
sRele
elease
ases
s
b) Pres
Press
sBr
Brie
iefi
fing
ngs
s

c) Pre
Press
ssTou
Tours
rs/M
/Medi
ediaT
aTour
our

6. Exhibition
on

7. Ope
Open
nHo
Hous
use
e/
/Op
Open
enD
Day
ays
s

8. Sp
Spec
ecia
iallEv
Even
ents
ts

9. Er
Era
aof
ofI
Int
nter
erne
nett

I NT
NT ER
E R --R
R EL
EL AT
A T IIO
ON OF W EB
EB SI
SI TE
TE W IT
IT H OT
THH ER
ER T OO
OO LS
LS OF U BL
B L IIC
C

RELATION

 _____________________________________________________
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 Project Report on Role of Website in  PR 

 
Theroleofwebsiteisofsu
Theroleofwebsiteisofsupporti
pportiveinnaturetoth
veinnaturetotheothertool
eothertoolsofPublicRel
sofPublicRelation.Pub
ation.Public
lic

relationistheartandscienceofrecognizeinPublic(targetaudience).

Weuse var
variou
ious
s too
toolsin
lsinPubli
Public
c relati
relation
onlik
like
e Pre
Pressrelea
ssreleases
ses,
, events&
events&exhi
exhibiti
bition,press
on,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) ublicity 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) Meetin
Meetings–Minutesofmeeti
gs–Minutesofmeetingcanbeuploadedatwebsit
ngcanbeuploadedatwebsitewhichcan
ewhichcan

beaccessedbyemployee.

d) Speeches-

b) rinted 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) Websi
Websiteis
teisagoo
agoodmedi
dmediumof
umofadve
advertisin
rtising
g

 _____________________________________________________
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 Project Report on Role of Website in  PR 

 

Chapter

d) Media Relations

1) Good

e) Exhibition
Goodfo
form
rmedi
ediare
arelat
lation
ion 7
Companycansendtheinformationofitsparticipationthroughwebsitetoitssuppliers

/distributors/employeeetc.

FUTURE ROS ECTS 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

 _____________________________________________________
 _________________________ ___________________________________________ 
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 Project Report on Role of Website in  PR 

 
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.

Netcra
Netcraft'
ft's
s primar
primary
y goa
goall is  to det
determ
ermine
ine webserver
webserver market
marketsha
share:
re:wha
what
t per
percen
centag
tage
e 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-

explor
exploring
ing "sp
"spide
ider"
r"softw
software
are.. And  in Feb
Februa
ruary
ry 200
2007,
7, the Net
Netcraft Web Server  Survey
craft Survey

found108,810,358distinctwebsites.

Ofcourse,Netcraft
Ofcourse,Netcraft'ssurveyisn'
'ssurveyisn'tperfect-theremaybewebsitesintheworldthatwere
tperfect-theremaybewebsitesintheworldthatwere

notdiscove
notdiscoveredby
redby Net
Netcra
craft'ssof
ft'ssoftwa
tware.So,as
re.So,as of thi
this
s writin
writing,
g,"th
"thereare
erearemo
more
retha
than
n108
108

millionwebsites"isthemostaccuratestatementthatcanbemade.

"Buthowmanywebpages arethere?"
arethere?"

Large
Largeweb
websit
sites
escanhavemanythous
canhavemanythousand
ands
s ofpages
ofpages.
. Dyn
Dynami
amical
cally
lygen
generat
erated
edsit
sitescan
es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 engi

Goo engine
ne  compan
companies
ies..  Visiti
Visiting,
ng,

anal
analyyzing
zing  and
and  index
ndexiing  the
the  bill
billio
ions
ns  of web page
pagess  in the  wor
orld
ld  is th
thei
eirr  bus
busin
ines
esss.

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

 _____________________________________________________
 _________________________ ___________________________________________ 
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 Project Report on Role of Website in  PR 

 
Netcraft'scountofwebsites inAugust2005,andarriveatanestimatednumberofweb
inAugust2005,andarriveatanestimatednumberofweb

pa
page
gess persite .
.  As
Assu
sumi
ming
ng that
that th
the
e  nu
numb
mber
er of we
web
b pages
pages persite  ha
has
s no
nott chang
changed
ed

drasticallyinayearandahalf,wecanthenmultiplyNetcraft'sFebruary2007countof

websitestoarriv
websitestoarriveatareasonabl
eatareasonableprojecti
eprojectionofthenumberofwe
onofthenumberofwebpagesinintheworld
b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
Webpagesintheworld,August2005: 19.2billionpageswereindexedbyYahooasof
asof

August2005.

Websitesintheworld,August2005:70,392,567websiteswereindexedbyNetcraft
Websitesintheworld,August2005: 70,392,567websiteswereindexedbyNetcraftasof
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

pa
page
ges
s per
per web
websi
site
te by Ne
Netc
tcra
raft
ft's
's Fe
Febru
bruar
ary
y 2007
2007 co
coun
untt of webs
websitites
es,, we arri
arrive
ve at 29
29.7
.7

billionpagesontheWorldWideWebasofFebruary2007.

BeforeYouComplain...

"Hey,yourmethodologystinks!"

Yeah
Yeah,, no kidd
kidding
ing!
! I have
have no wa
wayy of veri
verify
fying
ing Ne
Netc
tcra
raft
ft's
's cl
clai
aims
ms,, or Yaho
Yahoo's
o's.
. Th
Thin
ing
g 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.

 _____________________________________________________
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 Project Report on Role of Website in  PR 

 

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
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 □

 _____________________________________________________
 _________________________ ___________________________________________ 
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 Project Report on Role of Website in  PR 

 

Chapter

 b) Less importance □

a) Effective means of Communication

c) Cant’ say anything

Q3). What purpose you are using your website?

□
□
9
 b) Relationship with Employees □
c) Information □
d) Education □
e) Media
f)  All of the above
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

 _____________________________________________________
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 Project Report on Role of Website in  PR 

 
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chan
Theinternethaschangedthewaywe
gedthewaywe buyandsellprodu
buyandsellproductsandservi
ctsandservicesthewaywe
cesthewaywe

obta
obtain
in  info
inform
rmat
atiion.
on.  Wi
With
th  incre
ncreas
asin
ing
g  usag
usage
e  of  the
the  in
intter
erne
net,
t,  pro
rossperi
pering
ng  in  today
oday’s
’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,,  PR prof
profe
essi
ssional
onal  work
ork  wit
ith
h  mar
arke
keti
ting
ng  peopl
eople
e  to  ens
ensur
ure
e  thei
theirr  compa
ompany
ny

re
reco
cogn
gnit
itio
ion
n  in  bu
busi
sine
ness
ss..  Th
They
ey  also
also  wo
work
rk  wi
with
th  ma
mark
rket
etin
ing
g  mana
manage
gerr  to  in
incr
crea
ease
se  the
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numbe
Phonenumberscanbe
rscanbe har
hardto
dtoreme
remembe
mber,buta
r,butacatc
catchywebaddre
hywebaddressis
ssisalla
alla pot
potent
ential
ial

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.
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 Project Report on Role of Website in  PR 

 

Chapter

11

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 Project Report on Role of Website in  PR 

 
eferences & Bibliography

1. ^"
"Thewebsiteoftheworld'sfirst-everwebserveraccessdate=2008-08-30
Thewebsiteoftheworld'sfirst-everwebserveraccessdate=2008-08-30".
".

2. ^Cailliau,Robert."
Cailliau,Robert."ALittleHistoryoftheWorldWideWeb
ALittleHistoryoftheWorldWideWeb ".Retrievedon2007-

02-16.

3. ^"
"AskOxford-Howshouldtheterm
AskOxford-Howshouldthetermwebsite bewritteninofficialdocumentsand
bewritteninofficialdocumentsand

ontheweb?"
ontheweb?"OxfordDictionariesOnline .Retrievedon2007-02-23.

4. ^"
"TheSlot—SharpPoints:HereWeGoAgain—Eeee!
TheSlot—SharpPoints:HereWeGoAgain—Eeee!".Retrievedon2007-02-25.
".Retrievedon2007-02-25.

External links

• InternetCorporationForAssignedNamesandNumbers(ICANN)
InternetCorporationForAssignedNamesandNumbers(ICANN)

•
WorldWideWebConsortium(W3C)
• TheInternetSociety(ISOC)

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