n "post" their messages which can be read by anyone who accesses the newsgroup. Typically, newsgroups are comprised of people sharing a common interest, such as an interest in AIDS research, a love for classical music, or American politics. Authors include a subject line in their posting, which guides future readers as they choose which messages to read. After reading a message, readers can post a response to the entire newsgroup (public), or only to the author of the first message (private). Of course, they also have the option of making no response at all, and it is estimated that many more individuals read newsgroup posting than actually participate in such discussions.
Businesses are turning to the Internet as a way to reach large populations for relatively little cost. Some businesses make it possible to conduct business over the Internet, using credit cards to order products, while other businesses use the Internet for a combination of public relations and a way to disseminate information about the company. Electronic mail (e mail) is a tool which public relations professionals are beginning to use to eliminate sending out traditional press releases. Electronic mail can be sent via the Internet anywhere in the world, and has the advantage of requiring only a local phone call. Some executives can be interviewed through e-mail without leaving their offices by reporters in remote locations, for example.
The World Wide Web, developed in Switzerland as a way to link information resources available on the Internet, is rapidly becoming a favorite public relations tool among companies and other organizations. The White House has a Web page, as do a number of other organizations; the number of new pages is growing at a tremendous rate.
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