Public Relations Handbook - Narcotics Anonymous

Public relations and Internet technologyThe Internet has had an enormous impact on the growth of NA. It allows formore regular communication and provides a vehicle for making information andservice resources more readily available. An area’s ability to use Internet technologydepends on the skills of members, their financial resources, and the information theyhave about how to effectively use websites and the Internet. Remember, it may notbe necessary for every area to have a website; planning and prioritizing whichservices are most important in the area can help trusted servants decide if a websiteis, in fact, the best use of their resources. Areas may want to considercommunicating with the local regional committee to be sure there isn’t a duplicationof services. If an area decides to create a local website, the following information canhelp trusted servants use Internet technology more effectively.P l a n n i n g a n d p r e p a r a t i o n f o r a r e a s a n d c o m m i t t e e sThe key to providing useful information on a website is to allow for clear, simplenavigation to the relevant information. One way to achieve this, or to improve theeffectiveness of an already existing site, is by clarifying the purpose of the site. Forexample, an area may determine that the most important functions of the website are toreach potential members and the public and to support area service. Clarifying thepurpose helps identify the audiences the area is trying to reach. Identifying theaudience and what the area is trying to communicate to that audience becomes thefoundation for making decisions about the content that should be included on the site.Remember, a website will reach audiences beyond the local community. It is importantto keep this in mind when identifying the site’s potential audiences. Some examples ofaudiences an area may want to communicate with are: The public (including potential members and family and loved ones of addicts) Professionals Existing membersAnother way to organize a website is to simply identify the audiences as membersand visitors. Either way, knowing the audiences the site is trying to reach will allow thearea to be clear about the content that would be most relevant for each audience. Someexamples of the content that might be relevant for each identified audience are: For the public (including potential members and family and loved ones ofaddicts):NA literature, meeting information, phoneline number, and possibly referralinformation. For professionals:Information about NA, NA literature, meeting information, local surveys, and acontact person who is responsible for public interactions (such as a committeechairperson or a public relations committee member). For existing members:Meeting information, service resources such as local guidelines, NA eventinformation, information about how to be of service, and password-protectedmaterials like committee minutes.Once the purpose of the site has been established, it can be designed in a way thatworks toward achieving that purpose. This is where having experienced local people orsufficient financial resources can make a difference. Areas are encouraged to seek help92 | Chapter 10 | Internet Technology