Public Relations on the Net: Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More!

Front Cover
American Management Association, 2002 - Business & Economics - 444 pages
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

Government Relations
217
Community Relation
229
Cause and Issue Communication
250
Employee Communications
269
Activism on the Net
281
Internet Fundamentals
403
Glossary
411
Index
437
Copyright

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