Public Relations on the Net: Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More!California-based consultant on Internet communications Holtz has updated his 1998 guide by removing the basics of computer use that he can now assume readers to know, and by replacing case studies from the period with ones that make sense four years later. The Internet is one of the most significant tools for public relations, he says, but using it to best advantage requires strategic thinking about how to apply it to communication efforts. Annotation copyrighted by Book News, Inc., Portland, OR |
Contents
A Report Card on PR Use of the Internet | 3 |
How Communication Has Been Forever Changed | 21 |
Public Relations Tools of the Internet | 50 |
The Principles of Influencing Audiences Online | 92 |
How to Be the Eyes and Ears of Your Organization or Client | 127 |
Audiences | 155 |
Media Relations | 157 |
Investor Relations | 205 |
Crisis Management in the Wired World | 312 |
Going Directly to the Public | 341 |
Measuring the Effectiveness of Your Online Efforts | 348 |
Working with IT Staff | 357 |
Promoting Your Online Efforts | 362 |
Writing for the Web | 371 |
Online Resources | 388 |
Recommended Reading | 400 |
Other editions - View all
Public Relations on the Net: Winning Strategies to Inform and Influence the ... Shel Holtz No preview available - 1999 |
Common terms and phrases
activist activities advertising agencies annual report aspartame browser campaign client company's CompuServe corporate create crisis customers database developed discussion forums discussion groups document e-mail messages e-mail newsletters employees engage example focus group graphic hyperlink images individuals interactive interest Internet Internet service provider intranet investor relations issues journalists look mailing lists many-to-many material media relations Microsoft monitoring Napster netiquette newsgroup NutraSweet offer online communication online public relations organization participants press releases protocol public relations readers response screen search engines server story strategic subscribe target audience TCP/IP tion update Usenet Usenet newsgroups users Verizon visitors Vocus Web browser Web-based Webcasts World Wide World Wide Web