PBRL 270 1st Edition Lecture 21 Outline of Last Lecture I. Writing Guidelines For Avoiding Legal ProblemsII. Endorsements and TestimonialsIII. Invasion of PrivacyIV. Copyrights and Trademarksa. Generic Brandsb. Trademarked BrandsV. Federal Trade CommissionVI. Security and Exchange Commissiona. Texas Gulf Sulfur (1965)VII. For What Can a PR Practitioner Be Held Personally Liable?Outline of Current Lecture I. Internet UsersII. The Digital DivideIII. New Media v. Traditional Mass MediaIV. Citizen JournalismV. Maintaining a websiteCurrent LectureI. Internet Users- 1998 – 58 million users- 2004 – 166 million users- 2013 – 1.96 billion users- Generally well-educated- US users 16 hours per week; up from 8.9 hours in 2006- 100 billion texts sent in an average monthII. Digital Divide- Internet boom most advantageous to Western Countries- Widening the gap between the technical “haves” and “have nots”- 91% of internet users from 19% of world populationIII. New Media v. Traditional Mass Media- New Mediao Worldwideo Information to manyo InteractiveThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o No space/time constraintso Anyone communicateso Low access costso Feedback easiero Not available to all- Traditional Mass Mediao Geographic targetso One-Wayo Limited space/timeo Professionals communicateo High access costo Slow feedbacko Most can obtainIV. Citizen Journalism- Anyone can blog- Little or no costs- Can write informally to appeal to different audiences- Constantly changing context- Links- Forums for other comments- No editorial gatekeepers- How does this change the role of “publics”?V. Maintaining a Website- Be mindful of speed- Logical, functional design- Be careful with use of add-on applications- Update/eliminated dead links- Make contact information easy to find- UPDATE- Register with major search engines- Avoid arbitrary art work- Write short, simple sentences (easy to read)- Make your site “reporter friendly” – clear PR