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

Overview

Everyone knows about the Internet as a great way to market and sell. Yet few organizations have tapped even a fraction of the Net's power for true public relations, defined as the strategic management of communications between a business and its many audiences.

Now there's a new guide that explains how to conduct effective and measurable P.R. on the Net. Rich in step-by-step instructions and action plans, it's also studded with instructive examples of companies that leverage the...

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Overview

Everyone knows about the Internet as a great way to market and sell. Yet few organizations have tapped even a fraction of the Net's power for true public relations, defined as the strategic management of communications between a business and its many audiences.

Now there's a new guide that explains how to conduct effective and measurable P.R. on the Net. Rich in step-by-step instructions and action plans, it's also studded with instructive examples of companies that leverage the Internet and World Wide Web to improve relationships with journalists, investors, civic groups, and other constituents. Readers learn how to:

  • identify and monitor issues online
  • ferret out invaluable information for P.R. efforts
  • distribute releases and other messages effectively
  • solicit feedback from key audiences
  • deal with rogue Web sites and online attacks
  • use the Internet for crisis communications
  • influence opinions, attitudes, and behaviors over the long term.
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What People Are Saying

Daniel Janal
Shel Holtz's indispensable treatise offers practical advice to companies that are in the midst of a crisis. PR professionals who master this book will be able to communicate effectively with their stakeholders quickly and effectively. Don't get on the Net without it!
David M. Dozier
Shel Holtz has written a solid, comprehensive answer to one of the key questions facing public relations and communication managers today: How do we make effective use of the Internet? His recommendations for evaluating the impact of Internet efforts are among the most cogent written to date. Working professionals and students of public relations will find this book invaluable.
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Product Details

  • ISBN-13: 9780814479872
  • Publisher: AMACOM
  • Publication date: 10/26/1998
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 332
  • Product dimensions: 6.03 (w) x 9.04 (h) x 1.04 (d)

Table of Contents

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 15
3 Public Relations Tools of the Internet 37
4 The Principles of Influencing Audiences Online 60
5 Monitoring Your Company or Client Online 90
Pt. 2 Audiences and Measurement 113
6 Media Relations 115
7 Investor Relations 138
8 Government Relations 148
9 Community Relations 157
10 Activism on the Internet 176
11 Crisis Communication 198
12 Going Directly to the Public 224
13 Measuring the Effectiveness of Your Online Efforts 233
Appendixes 247
App. A Working With IT Staff 249
App. B Promoting Your Online Efforts 254
App. C Writing for the Computer Screen 262
App. D Online Resources 278
App. E Recommended Reading 290
Glossary 297
Index 323
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Sort by: Showing 1 Customer Reviews
  • Anonymous

    Posted April 14, 2000

    Helpful book

    I think pr on the net is a very helpful book for all teh pr practitioners. It is also easy to understand, the book is written in a nice and easy flowing language. The content is complicated but simple enough for everyone to understand.

    Was this review helpful? Yes  No   Report this review
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