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Public Relations on the Net
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Public Relations on the Net

Public Relations on the Net

Shel Holtz

436 pages, parution le 16/07/2002 (2eme édition)

Résumé

A step-by-step user's manual for maximizing the public relations strengths of the Internet and achieving bottom-line results.
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.

Contents
  • Pt. 1 Communications on the Internet
  • 1 A Report Card on PR Use of the Internet
  • 2 How Communication Has Been Forever Changed
  • 3 Public Relations Tools of the Internet
  • 4 The Principles of Influencing Audiences Online
  • 5 How to Be the Eyes and Ears of Your Organization or Client
  • Pt. 2 Audiences
  • 6 Media Relations
  • 7 Investor Relations
  • 8 Government Relations
  • 9 Community Relations
  • 10 Cause and Issue Communication
  • 11 Employee Communications
  • 12 Activism on the Net
  • 13 Crisis Management in the Wired World
  • 14 Going Directly to the Public
  • 15 Measuring the Effectiveness of Your Online Efforts
  • App. A Working with IT Staff
  • App. B Promoting Your Online Efforts
  • App. C Writing for the Web
  • App. D: Online Resources
  • App. E: Recommended Reading
  • App. F Internet Fundamentals
  • Glossary

L'auteur - Shel Holtz

Shel Holtz (Concord, CA) is principal of Holtz Communication + Technology, a consultancy that helps organizations integrate the Internet into their strategic communication efforts. He is the author of Public Relations on the Net.

Caractéristiques techniques

  PAPIER
Éditeur(s) Amacom
Auteur(s) Shel Holtz
Parution 16/07/2002
Édition  2eme édition
Nb. de pages 436
Format 15 x 23
Couverture Broché
Poids 682g
Intérieur Noir et Blanc
EAN13 9780814471524

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