Before It Goes Online, Take A Lesson in Technical Webspeak

The technicalities of the Web are intimidating and perplexing, but PR practitioners need to become familiar with them. Working with Internet designers, project managers or IT professionals on a Web project is no different than talking with print-house managers about publishing brochures, annual reports or fliers in the off-line world. You need to speak their language. Without knowing words like 'blue-lines,' 'leading,' 'justification' or 'four-color,' a PR professional would be lost when speaking with a printer. The same holds true in the online world. If your Web designer suggests adding Shockwave (a form of animation) to your message you better know what he is talking about.