Hypertext for PR ================= Hyper-buzzword Hypertext is the current buzz-word, now serving ============== the same linguistic needs as those hot yesteryear concepts like: 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 undeserved 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. Give this thus, a -- M. McLuhan contemporary format that lets 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 the contents read -- which leads passive readers into unexpected commitments towards the information presented. Hypertext might be described as the ultimate "hidden persuader" or "subliminal message." Why? George Orwell 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). Examples For examples of PR-Hypertext, download HYPER.ARC or ======== AIDS.ARC from SOURCE IBM SIG or COMPUSERVE CONSULT SIG. Both disks are also available from MaxThink. Call (415) 428-0104.