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Rating: 
Summary: A Practical Introduction to e-PR
Review: Spinning the Web is a practical introduction to public relations strategies and tactics that utilize the Internet. Witmer divides her presentation into three sections: in the first, she introduces a basis for understanding the terminology of the Internet and theoretical models and perspectives that help understanding of the communication process and its relationship to technology. In the second, Witmer addresses the four-step public relations process: research, planning, execution and evaluation. She briefly describes ways in which the Internet can be used within the context of the four-step process for developing any campaign or program. Then, she focuses on specific aspects of the particular step it addresses for the specific purpose of Web site development. In the third, Witmer describes the Internet's role to enhance consumer relations, investor relations and crisis communications and e-commerce. She concludes this book with ethical and legal implications of public relations on the Internet. In brief, this practical book answers technical, strategic, and tactical questions any practicing or future public relations professional has about using the Internet to achieve public relations goals and objectives. Readers unfamiliar with the terminology of the Internet will appreciate the glossary at the end of this book. Spinning the Web is suited for undergraduate and graduate students and public relations practitioners. The author, Diane F. Witmer is an associate professor, Department of Communications at California State University, Fullerton. If interested in public relations on the Internet, Shel Holtz's Public Relations on the Net (1998) and Eugene Marlow's Electronic Public Relations (1996) will be also useful. - Junehyock Choi, Boston University.* This review is partially dependent on the author's Introduction & Overview.
Rating: 
Summary: Dare I repeat myself?
Review: The book starts off with an interesting premise -- public relations on the Internet is inherently different than public relations using uncontrolled media. But it fails to move beyond the premise and the promise. After reading the first few pages, you have the core of Witmer's idea. The rest is simply the same idea repeated over and over and over! I salute Witmer for tackling this issue -- there will be a lot more books on this topic to follow. But this would have made a better article in a public relations journal than a book.
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