What is on-line PR about?

For Seminar 1 we will discuss:

What actually is online Public Relations? Moreover, how important is it to overall public relations practice? You will need to consider your experience (either directly or your observations) of online public relations during your placement. Why was the Internet used as a PR tool, how was it used and with what effect? If your organisation did not use the Internet either at all or very effectively, why was this? If you return to your placement organisation in the future what improvements in their use of the Internet could they make, and how would you encourage them to achieve this?