Public Relations on the Net

Shel Holtz

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

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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	2^eme édition
Nb. de pages	436
Format	15 x 23
Couverture	Broché
Poids	682g
Intérieur	Noir et Blanc
EAN13	9780814471524