Under construction.

It's working. The message is starting to get through. People understand. A Web site (Internet or intranet) is dynamic. It's not a finished work once it's put online, since it can be refined as needed. It changes as communication needs change, with minimal cost.

Now the backlash: Since a Web site doesn't have to be perfect to start with, I've heard of people wanting to get a site online within a couple of weeks of the time the idea comes to them. They've got good information to get out now, so with a little design help and some technical assistance, surely it can be accomplished before the end of the month, right? The site can then be tweaked as needed, eh?

Even a month turnaround is pushing it, especially if you have your "regular" job to do at the same time. Yes, you could just get something online. But, without planning, you run the risk of:

* wasted or duplicated resources

* ineffective messages

* lost credibility.

Before diving headfirst into site creation, do some strategic thinking. Let's assume that as a professional communicator, you already understand the global strategy for your organization, and you've made sure what you plan to communicate fits that big picture. Next comes the decision as to which media to use. If an online presence can connect the right people to the right information at the right time and at the right cost to achieve the right results, you pass GO and collect $200 - or whatever it will take to create your site. But there's still more to think through.

Plan for a strategic communication process, not a collection of Web pages. How does your audience gather and use information now, and how could a Web site improve the flow of information? If your audience would read front-to-back the pages of a newspaper just because it was available to them, then a series of pages online might work. More likely, the people you are trying to reach ask questions, talk among themselves, read some, but not all of any given document, or prefer to listen to or see a demonstration rather than read about it. It's up to you to figure out how to let each individual with personal preferences navigate your site most effectively.

Tie your plan to major organizational issues. What's hot at your company now? Surpassing the competition? Then make sure you understand the competitive pressures and the ways continually updated information can lead to better decisions and affect behavior. Or perhaps cost control is the driving factor at your company. An online site can do more than merely reduce printing and distribution costs; integrate streamlined processes into your Web site. If you identify, define and articulate the major issues the organization must address if it is to be successful, and show how your Web site can contribute, you'll not only lay the foundation for an effective online presence, but you'll get also stronger support from executives.

Build partnerships. In addition to the various communication functions that may be involved - public relations, marketing, advertising, investor relations, employee communication, public affairs - your site's success may depend on participation from information services, legal or human resources departments. The Internet and intranets are media for community, and you can practice what you preach by creating a community - calling together an advisory council - to help you plan and implement your Web site.

Write down your objectives for the site. Yes, write them down, don't just carry them around in your head. With written objectives, you can plan for evaluation now, before your site is even online. Measure what you said you'd do, whether it's to save money, change attitudes, drive actions, and so forth. But precisely because a Web site is a project without a defined end at which you can measure your success, make evaluation ongoing. You can incorporate a variety of research options such as electronic questionnaires, online focus groups or feedback via E-mail.

With this kind of repeated feedback as to what's working and what's not, you'll have direction for refining your site. That's what's really meant by making a Web site a work in progress.

Sheri Rosen, ABC, is director of employee communication at USAA, a Fortune 200 financial services company in San Antonio, Texas. She invites your comments about this column at 76547,2001@ compuserve.com or ConsultRosen Communication, 7502 Camomile Cove, San Antonio TX 78249.