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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010025918 | HF6146.I58 O43 2002 | Open Access Book | Book | Searching... |
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Summary
Summary
Strategies for grabbing-and holding-an audience's attention online
The definitive resource for PR and marketing professionals, this sequel to Steve O'Keefe's best-selling classic Publicity on the Internet (0-471-16175-6) provides detailed, how-to instructions on planning, designing, implementing, troubleshooting, and measuring the results of online campaigns. Throughout the book, the author enlivens his coverage with inspiring and instructive vignettes and case studies of successful campaigns. Steve O'Keefe covers everything the reader will need to get up to speed on search engine optimization, newsletters, news rooms, e-mail marketing, e-mail merge software, syndication and affiliate programs, and building in-house publicity operations.
Companion Web site features customizable Word and HTML templates, weekly live discussions groups, and valuable resource listings.
Author Notes
STEVE O'KEEFE is a pioneer in Internet publicity, starting his company Internet Publicity Services in 1994 before the first commercial Web browser was launched. He is currently President of S & SEA Inc., a firm specializing in strategic online marketing plans and brokering online alliances. O'Keefe also teaches Internet Publicity at Tulane University. His bestselling book Publicity on the Internet earned the Tenagra Award for Internet Marketing Excellence.
Table of Contents
| Acknowledgments | p. xi |
| Chapter 1 The Power of Internet Publicity | p. 1 |
| The Promise | p. 3 |
| The Problems | p. 4 |
| The Principles | p. 5 |
| The Practice | p. 9 |
| The Prognosis | p. 11 |
| Chapter 2 E-Mail News Releases | p. 13 |
| Using and Abusing E-Mail News Releases | p. 14 |
| Types of News Releases | p. 20 |
| Writing E-Mail News Releases | p. 25 |
| Formatting E-Mail News Releases | p. 30 |
| Finding E-Mail Addresses of the Media | p. 36 |
| Sending E-Mail News Releases | p. 47 |
| News Release Follow-Up | p. 51 |
| Top Tips | p. 54 |
| Chapter 3 Online News Rooms | p. 55 |
| Newsroom Organization | p. 56 |
| Newsroom Architecture | p. 61 |
| What Should the Site Contain? | p. 66 |
| News Wires and News Feeds | p. 69 |
| Online Presentations | p. 77 |
| Online News Conferences | p. 80 |
| Online Crisis Management | p. 87 |
| Top Tips | p. 94 |
| Chapter 4 Discussion Group Postings | p. 95 |
| The Postings Campaign | p. 97 |
| Spam, Spam, Spam, Spam, Spam | p. 102 |
| Writing Effective Postings | p. 105 |
| Posting to Newsgroups | p. 113 |
| Posting to Mailing Lists | p. 119 |
| Posting on America Online and CompuServe | p. 123 |
| Posting on Web Site Message Boards | p. 130 |
| Defending Your Postings | p. 135 |
| Top Tips | p. 139 |
| Chapter 5 Newsletters and Direct Marketing | p. 141 |
| Hardware and Software | p. 142 |
| Direct E-Mail | p. 145 |
| Online Newsletters | p. 153 |
| Case History: Publishers' Lunch | p. 163 |
| Top Tips | p. 167 |
| Chapter 6 Chat Tours | p. 169 |
| Can We Talk? | p. 170 |
| Preparing for Chat | p. 179 |
| Booking Chats | p. 191 |
| Promoting Chats | p. 202 |
| Conducting Chats | p. 208 |
| Chat Follow-Up | p. 214 |
| Top Tips | p. 217 |
| Chapter 7 Online Seminars and Workshops | p. 219 |
| The Benefits of Online Seminars and Workshops | p. 220 |
| Formats for Online Seminars and Workshops | p. 224 |
| Creating Pitch Pages and Other Setup Materials | p. 231 |
| Finding and Securing Partner Sites | p. 243 |
| Promoting Seminars and Workshops | p. 248 |
| Conducting Seminars and Workshops | p. 253 |
| Follow-Up Operations | p. 261 |
| Top Tips | p. 265 |
| Chapter 8 Web Site Registration and Linkage | p. 267 |
| Who Do You Want at Your Site? | p. 268 |
| How People Find Your Site | p. 272 |
| Search Engine Optimization | p. 277 |
| Web Site Registration | p. 285 |
| The Linkage Campaign | p. 291 |
| Top Tips | p. 309 |
| Chapter 9 Contests and Other Fancy Promotions | p. 311 |
| A Tale of Two Promotions | p. 312 |
| Designing Good Promotions | p. 315 |
| Partnerships | p. 326 |
| Contests | p. 331 |
| Games and Quizzes | p. 336 |
| Traffic Builders | p. 341 |
| Major Events | p. 348 |
| Top Tips | p. 352 |
| Chapter 10 Syndicating Your Promotions | p. 355 |
| Syndication Basics | p. 356 |
| Documents, Files, and News | p. 362 |
| Chats, Seminars, and Workshops | p. 367 |
| Your Own Show | p. 374 |
| Associate and Affiliate Programs | p. 381 |
| Case History: myjobsearch.com | p. 385 |
| Top Tips | p. 390 |
| Chapter 11 Building an Online Publicity Operation | p. 393 |
| Organization and Budgeting | p. 394 |
| Setup and Training | p. 405 |
| Measuring Results | p. 415 |
| Top Tips | p. 418 |
| Appendix Companion Web Site | p. 421 |
| Index | p. 425 |
