Unlike traditional media, the internet isn't a one-way channel, but a participatory space. Communicating on the internet is about engagement, getting people involved. If you do it right, people will become advocates for your message and start promoting it themselves.

The Internet section of Message in-a-box will take you through the processes involved in all sorts of web-based communications. It covers planning, maintaining and hosting a website or blog, micro-blogging, RSS feeds, social network sites, email marketing, evaluation tools and more. Special attention has been paid to security and the risks to privacy of using internet-based tools.

Why use the internet for advocacy?

The internet is:

  • Always accessible, around the clock – anyone, anywhere with access to a computer and the internet can interact or inform themselves, and get your message, at any time (but, if your target audiences don't have internet access, this may not help you achieve your goals). 
  • Cost effective – nearly everyone, no matter where they are in the world, can create and maintain a dynamic online presence, with no mailing or printing costs.
  • Flexible – unlike printed communications, you can update online information very quickly from anywhere, anytime, even from your mobile phone (see the Message in-a-box website under Mobiles > update blogs and websites). It is also possible to remain anonymous.
  • Ideal for dialogue & collaboration – you can engage your stakeholders, including local and global media and policy makers, in important conversations that bring you closer together and increase understanding.

In this section of Message in-a-box:


  • Firefox – the best Internet browser right now (says us!)
  • KompoZer – manage and create websites
  • Drupal – publish, manage and organise website content
  • SPIP - collaborate, create and develop online content
  • Joomla – create, manage and publish online content 
  • WordPress – for creating websites and blogs