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Discussion:	Online and principles of integrated communication. Introduction to Online PR activities Relationship of online PR with Traditional PR
Assignment for next week:	Visit www.online-pr.com Read explanations of online PR and Frequently Asked Questions.
Class Exercise:	Find the highly rated IR web sites linked to www.online-pr.com. Print out a home page and be prepared to critique it in class. Using the handout, list the hyperlinks from the home page to site information and explain why it was done that way.
Reading:	Chapters 1 and 2: Publicity on the Internet Chapters 1, 2 and 3: Public Relations on the Net Chapters 1 and 2: Integrating Corporate Communications

Discussion:	What are the differences between online and traditional PR? What are the similarities? The role of Interactivity. The role of multimedia.
Class exercise:	Analyze IR web site and map it visually.
Assignments for next week:	Go to web references section of www.online-pr.com and find a site that explains search engines. Read it before you do the class exercise.
Reading:	Chapter 4 in Integrating Corporate Communications Chapters 4 and 5 in Public Relations on the Net Chapter 12 of Publicity on the Internet
Class exercise next week:	Explain how a search engine works. The matter of portals.

Discussion:	Meta Tags. What they are. why they are important. How search engines work. Catalogue sites. Humans defining categories. Link sites. Why and how to use them. Research online when you know what to look for. Research when you don't what you are looking for. Too much data and how to focus searches. Too little data and how to expand searches. Psyching out search engines. Cross-checking data. Determining what is trustworthy material. Credible versus suspect sites.
Class Exercise:	Analyze eight search engines, their similarities and their differences.
Assignments for next week:
Readings:	Chapters 3, 6 and 7 of Publicity on the Internet Chapters 6, 7 and 8 of Public Relations on the Net Chapter 7 of Integrated Corporate Communications
Class Exercise:	Prepare an announcement about your organization's main product or service. Name three online newsgroups or web sites where you would place this announcement and give reasons why. Use the announcement guide.