APR 332 Lecture Notes - Lecture 8: Present Tense, Search Engine Optimization, The Home Depot
6 Jul 2016
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Document Summary
External communication: institutional websites (owned by the org) Controlled in large part (lose some control if you enable comments) and owned by the organization. External communication tool; goal is to communication with external audiences. A controlled, owned medium that can help introduce an org and its key messages to a diverse audience. Very important to be consistent, presented professionally and appealing to a diverse audience (don"t just communication with our key audiences) Can inform, market goods/services, share opinions, entertain and encourage dialogue. Must be creative, informative, competitive and professional to grasp and hold an audience"s attention. One-to-one communication with a specific user within a potentially very diverse audience. Must consider varying interest levels, expectations, technical skills/knowledge and types of individuals within diverse audience. Web user stats (a little dated, but still relevant) People read information on a computer spring 25 times slower than information in print: copy must be concise, to the point, putting the most important information first.
