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.
Where the Internet can be difficult to use, the World Wide Web offers a graphical user interface (GUI) which makes it easy for viewers to quickly scan information, and services such as America On Line are greatly simplifying newsgroup use. The use of hypertext enables users to double click (using a mouse) on a name or word to move to a related piece of information. Thus a user who is viewing information about a
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