Winning pr in the wired world

"PR used to stand for'Public Relations' Now the Net has transformed PR into 'Power Relationships! Heres the inside story on how this is happening."

-John Sculley
Partner, Sculley Brothers, LLC
Former CEO of Apple Computers and Pepsico

"It's hard to believe that anyone can say anything new about either public relations or the Internet. Don manages with his own unique insight, vision, and sense of whats real to re-excite the reader about both subjects "

-Ray Gaulke
President and COO
Public Relations Society of America

'Teading edge ... a required handbook for all executives, PR Practioners and PR students. Don Middleberg is one of the wired PR pioneers and innovators. He lays out a wired working blueprint for action. He hits all need-to-know points from Cyber-PR strategy to tactics."

-Brent Baker
Dean and Professor of Communication
Boston University

CONTENTS

• Preface ix
  
• Acknowledgments xiii
  
• introduction
  
• chapter one. public relations: you've come a long way, baby
  
• chapter two. the four fast rules of communicating in the digital age
  
• chapter three. advertising versus public relations: the unending debate
  
• chapter four. who you are today may have no effect on who you are tomorrowbranding in the new economy
  
• chapter five. tue currency of media
  
• chapter six. the new stakeholders
  
• chapter seven. the ceo as celebrity
  
• chapter eight. damage control: managing online image
  
• chapter nine. the internet as the essential crisis communications tool
  
• chapter ten. viral publicity-building communi'iyand awareness online
  
• chapter twelve. a case study of online
  
• success: britannica.com
  
• conclusion: vvrat the future holds
  
• index