It is virtually impossible to effectively practice public relations today without using the Internet and its World Wide Web (Web). the Internet has grown into a “network of networks” that nobody owns or manages. Many journals and other media as well as all types of businesses and organizations now maintain a Web presence and proudly announce their Web addresses in their promotions and advertisements.
Web sites are often designed and then discarded, reflecting deficiently on the organization. Sometimes we see Web sites are simply too complex to use efficiently and publics do not return to them unless they find the technology exciting. The Internet is the most intriguing of the new electronic methods that are changing mass communications in general and providing public relations practice with innovative tools.
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