روابط عمومی در اینترنت: استراتژی‌های برنده برای اطلاع‌رسانی و تأثیرگذاری بر رسانه‌ها، جامعه سرمایه‌گذاری، دولت، عموم و بیشتر!

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. Author Biography: Shel Holtz (Concord, CA) is principal of Holtz Communication & Technology, a consultancy that helps organizations integrate the Internet into their strategic communication efforts. A report card PR use of the Internet How communication has been forever changed Public relations tools of the Internet The principles of influencing audiences online How to be the eyes and ears of your organization Media relations Investor relations Government relations Community relations Cause and issues communication Employee communications Activism on the Net Crisis communication Going directly to the public Measuring the effectiveness of your online efforts. Everyone knows about the Internet as a way to market and sell, yet few organizations have experienced even a fraction of the Net's power for true public relations. This guide, with step-by-step instructions and action plans, explains how to conduct effective and measurable PR on the Net Addresses the means by which you can establish a return on investment for your online efforts, and it suggests various tactical tools to use to implement your strategy.