On Specificity of PR-Genres in the Internet

The article raises the issue on setting independent Internet rhetoric, which may be considered as the system of genres functioning in the Internet. It is suggested that both technical possibilities of the Internet (polycoded nature of the information) and linguistic features associated with the specificity of communication in the network should be taken into account. In this regard, an attempt to identify the characteristics of PR-genres that are presented in corporate sites was undertaken. It was ascertained that the Internet-release is frequently used, and it differs from the traditional press-release not only in the presence of hyperlinks and photos, but in the content: addressing directly the target audience (rather than journalists), the possibility of chronological actualization of the category of time (and not just chronological), more liberal composition of the text. Another frequent genre on the websites is the invitation, that is also significantly different from traditional invitations: online invitations are less specific (as a rule, there are no contact details of the subject, guidance on program activities, etc.) and more emotional, they contain a direct appeal to the addressee. In addition to the distinguished, there are also some other genres, that are often presented on the sites – backgrounder, biography; they both are characterized as independent, not related to any events or press-releases.