Using the Internet to communicate with key audiences

Abstract

The excitement surrounding the Internet should be counterbalanced by the realisation that ‘The Net’ can be less than effective as a medium to reach key audiences. This paper initially studies the appeal of the Internet over today's dominant forms of media — such as television — before outlining a number of steps which will assist in ensuring that if an organisation does use the Internet, the results are positive.

Citation

Flynn, G. (1996), "Using the Internet to communicate with key audiences", Journal of Communication Management, Vol. 1 No. 2, pp. 200-204. https://doi.org/10.1108/eb026047