Overview

Every business communicator knows that the Internet has become an incredibly powerful and multifaceted public relations tool. Yet many PR professionals still aren't mining its full potential. In this groundbreaking book, newly revised from cover to cover, Shel Holtz explains how to leverage the Net's interactive strengths to communicate with your organization's numerous audiences- from customers and consumers at large to the media, the investment community, the government, activist groups, and your own employees. (See why they're your most important PR audience!) As both a high-level strategic handbook and a hands-on guide, the second edition of Public Relations on the Net shows you how to: Create e-press kits that reporters will really use Maximize the effectiveness of mass e-mail newsletters and messages Conduct online focus groups Leverage the Net in crisis management situations Participate effectively in newsgroup discussions Monitor what s being said on the Net about your company and market Do quantitative research online Post your annual report and other investor aides on the Web Quantify results and calculate ROI from all your online efforts Plus, you ll improve community relations, respond more authoritatively to attack-site authors, and work more smoothly with IT staff- all leading to win-win outcomes for your organization and its constituents. Filled with eye-opening, brand-new case studies (as well as selected classics from the first edition), featuring organizations as diverse as Aetna, the Los Angeles Housing Authority, Monsanto, NutraSweet, and the National Youth Anti-Drug Media Campaign, Public Relations on the Net offers hundreds of solutions, guidelines, and tips that will help you benchmark and plan your own online initiatives and enjoy dramatically increased online PR success.

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9781281770363

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