Table of Contents
Author's Note 7
Foreword 9
1 Why Most PR and Marketing Fails 11
2 The Most Powerful Online PR and Marketing Tool: The Business Plan 16
3 Digging Into the Business Plan for a PR and Marketing Payoff 22
4 Mining PR and Marketing Gems From the Business Plan 28
5 Creating a PR and Marketing Action Plan 33
6 Finding Your Real Story and True Voice 36
7 Touches to Transactions 42
8 The Power of Online PR 47
9 Effective PR and Marketing in the Age of Google 53
10 Writing the Online Press Release 59
11 Great Reasons Not to Target Mass Media (and Where You Can Focus Instead) 64
12 The Magic of Multi-Media Media Releases and Online Ads 70
13 Keywords Are King 74
14 Creating the Magic Media List for Your Topic 80
15 Your Online Press. Kit 88
16 Distributing Your Release Online 94
17 The Multiplyer Magic of Autoresponder Marketing 103
18 Rule the "Airwaves" With Internet Radio and Podcasts, Virtual Video, and Web TV 108
19 Rock the World With Affiliate Marketing 116
20 PR and Marketing Gold With Professional and Industry Media 121
21 Social Media and Online PR and Marketing 126
22 Online Marketing and the "New" Media Revolution 133
23 The Power of "Local" Online Media 141
24 Online Newsletters 147
25 Using Teleseminars and Webinars 152
26 Online Events for Speakers and Authors 157
27 Basic E-Commerce Ties Promotion to Payoff 163
28 Hybrid Online Tools Bring the Pieces Together 168
29 SEO Basics for Online PR and Marketing 173
30 Where Do I Go From Here? 179
Afterword 181
Recommended Websites 185
Index 187
About the Author 191