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

Overview

The Internet has revolutionized both the delivery and the dynamics of public relations messages. This technique-based book reveals how

anyone, from business owners to PR practitioners, can use online media to dramatically improve the performance of PR initiatives, with hundreds of

guidelines for delivering memorable messages taking advantage of the unique, interactive ...

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Overview

The Internet has revolutionized both the delivery and the dynamics of public relations messages. This technique-based book reveals how

anyone, from business owners to PR practitioners, can use online media to dramatically improve the performance of PR initiatives, with hundreds of

guidelines for delivering memorable messages taking advantage of the unique, interactive strengths of the Internet.

Updating its seminal first edition, Public Relations on the Net features strategies and tactics that show how to use the latest technologies and

techniques to tap into and use the power of the Internet's networked communities. The book provides:

* PR applications of e-mail, the Web, and online communities

* Techniques for integrating the Internet with traditional communications tools

* Case studies to use as benchmarks for online PR efforts

* And much more.

Author Biography: Shel Holtz (Concord, CA) is principal of Holtz Communication & Technology, a consultancy that helps organizations integrate the

Internet into their strategic communication efforts.

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Editorial Reviews

BizLife
It's both a high-level strategic playbook and a ready-to-use guide
PR News
The online PR bible--
PRCanada.ca
In addition to being a priceless resources, you will find Public Relations on the Net is eminently readable, written in a friendly,common sense style..Get this book.
Writing That Works
Both new and experienced communicators will find much useful material in this book. (January, 2003)
Booknews
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 c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780814471524
  • Publisher: AMACOM
  • Publication date: 6/1/2002
  • Edition description: 2ND
  • Edition number: 2
  • Pages: 400
  • Product dimensions: 5.96 (w) x 9.00 (h) x 1.38 (d)

Table of Contents

Preface to the Second Edition
Acknowledgments
Introduction
Pt. 1 Communications on the Internet 1
1 A Report Card on PR Use of the Internet 3
2 How Communication Has Been Forever Changed 21
3 Public Relations Tools of the Internet 50
4 The Principles of Influencing Audiences Online 92
5 How to Be the Eyes and Ears of Your Organization or Client 127
Pt. 2 Audiences 155
6 Media Relations 157
7 Investor Relations 205
8 Government Relations 217
9 Community Relations 229
10 Cause and Issue Communication 250
11 Employee Communications 269
12 Activism on the Net 281
13 Crisis Management in the Wired World 312
14 Going Directly to the Public 341
15 Measuring the Effectiveness of Your Online Efforts 348
App. A Working with IT Staff 357
App. B Promoting Your Online Efforts 362
App. C Writing for the Web 371
App. D: Online Resources 388
App. E: Recommended Reading 400
App. F Internet Fundamentals 403
Glossary 411
Index 437
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