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.