Hypertext for PR ================= Hyper-buzzword Hypertext is the current buzz word, now serving the ============== same linguistic needs as those hot yesteryear concepts: integrated, expert system and AI. Like these earlier concepts, hypertext can mean anything you want it to mean. This is especially true when software developers claim that their word processor, database, document index, outline, or graphics program contains hypertext capabilities. However . . . If you put information into a hypertext format, people ============= will now look at it, not just for the value of the information, but because of interest in the format. Action Steps Put whatever information you have (PR-releases, ============ a personal resume, your research, lecture notes, sales literature) in this format. Put your hypertext material up on the bulletin boards. You'll receive wide readership and word-of-mouth recognition. (more) The medium is Regardless of your message, your readers really control the message the receipt of the message. Therefore, messages in this -- M. McLuhan contemporary format let readers choose and control exactly what they read. Is this bad? Heck no! Rather than passive readership on linear ============ material, hypertext encourages readers to make choices, explore, and peruse their particular interests. The results? The hypertext format lets readers become active ============ decision-makers about what they read. Passive readers are led into unexpected commitments towards the information presented. However Cynics might described hypertext as the ultimate "hidden ======= persuader" or "subliminal message." Why? They would say hypertext is reminiscent of Orwell's "1984." That is because access to all information is pre-wired by the developer so users don't have to think. Curious? For examples of good hypertext, download HYPER.ARC or HyperRez.ARC from my BBS -- Phone 415-540-6114