Source: Axiomnews.ca

Although only one per cent of organizations disseminate information exclusively through the Internet, websites are, without doubt, one of the most important communications tools in society today.

So says Stephen Long, president of an Ottawa-based web company called Leverus. His company conducted a survey of about 200 organizations, and one of the questions posed was: “How is information desseminated by your organization?”

As Long explains, one per cent use only the Internet, 10 per cent use only print media, and 89 per cent use a combination of both.

“The web is one of the key communications tools, if not the most important – but it varies from organization to organization,” he notes. “Print is still used by most organizations,” for such communications as paper-based newsletters.

However, that being said, “there is a trend toward doing more and more web communications. That’s due to a number of factors, such as cost, the ability to reach a wider audience and the receptiveness of (a web-based) audience,” says Long.

Not only are more organizations turning to the Internet to communicate, but they are doing so more strategically, adds Long.

“These days, it’s not just about slapping up a quick brochure (on the Internet). Websites are becoming much more structured before they are launched.”

He continues, “Any organization, when they are developing a site, need to review their goals and objectives and the audiences they are trying to reach. Then, the content can be tailored to meet their demands.”

For example, some organizations might focus on reaching individuals, while others might focus on a political audience.

No matter what the audience is, Internet communications such as websites achieve the goals of informing, educating and inspiring action – including civic engagement.

Stay tuned to the Post & Review for an upcoming discussion with Long about the Internet’s role in encouraging civic engagement.