Winning PR in the wired world : powerful communications strategies for the noisy digital space

No industry has been affected more permanently and positively by the Internet than public relations. Winning PR in the Wired World brings everyone from the CEO to the director of marketing up to cyberspeed by teaching them everything they need to know about PR in the new digital economy. Readers will learn how to implement communications guru Don Middleberg?s four fast ?rules? to successful PR: 1) Speed Wins, 2) Everyone Is Now an Entrepreneur, 3) The World Ends Every 120 Days, and 4) Buzz Is Everything. Middleberg then breaks his rules down in detail and expands on them, offering his keen insight into the marketplace of today and tomorrow. Winning PR in the Wired World analyzes how traditional PR has changed?discussing what?s new, what works, and what doesn?t?and provides insight and advice on how to make offline and online PR work together for effective campaigns. This groundbreaking guide takes a practical look at powerhouse companies that have implemented effective PR campaigns on the Web, including Amazon.com, Britannica.com, Victoria?s Secret, Nike, and CDNow. Don Middleberg is the chairman and CEO of Middleberg Euro, the fastest-growing public relations agency in the country for the past two years, with offices in New York, San Francisco, and Boston. A leader in public relations and marketing, Middleberg is widely considered to be among the elite communications professionals in digital public relations. A noted author and lecturer, he is coauthor of the groundbreaking Middleberg/Ross Media in Cyberspace Study. Middleberg is regularly called upon for commentary by numberous magazines and newspapers and has appeared on CNBC, C/Net, CNN, and National Public Radio. In Winning Pr In The Wired World, Internet Pr Guru Don Middleberg Charts The Course For Getting The Most From This Ultimate Communications Tool. By Detailing The Evolution Of The Digital Communications Era, Analyzing His Original Research, And Examining Some High-profile Pr Successes And Failures, Middleberg Offers A Hard-hitting And Informative Guide To What's New, What Works, And What Doesn't In Communications Today. Readers Will Gain Insight Into The Benefits Of Combining Online And Offline Tactics And Get A Tutorial In Middleberg's Four Fast Rules Or Successful Pr.--jacket. Public Relations: You've Come A Long Way, Baby -- The Four Fast Rules Of Communicating In The Digital Age -- Advertising Versus Public Relations: The Unending Debate -- Who You Are Today May Have No Effect On Who You Are Tomorrow: Branding In The New Economy -- The Currency Of Media -- The New Stakeholders -- The Ceo As Celebrity -- Damage Control: Managing Online Image -- The Internet As The Essential Crisis Communications Tool -- Viral Publicity--building Community And Awareness Online -- Online Intelligence: The Cornerstone To Top-notch Digital Communications -- A Case Study Of Online Success: Britannica.com -- Conclusion: What The Future Holds. Don Middleberg. Includes Index. No industry has been affected more permanently and positively by the digital revolution than public relations. The speed and reach of the Internet have forever transformed the communications landscape, altering the practice of public relations and magnifying its power. But to many PR professionals, the Internet remains uncharted territory. The destination may be clear, but the coordinates for reaching it are not.In Winning PR in the Wired World, Internet PR guru Don Middleberg charts the course for getting the most from this ultimate communications tool. By detailing the evolution of the digital communications era, analyzing his original research, and examining some high-profile PR successes and failures, Middleberg offers a hard-hitting and informative guide to what's new, what works, and what doesn't in communications today. Offering a review of critical concepts in a question and answer format, this updated edition presents a study aid for students preparing for the USMLE Step 2. It is geared for students taking the 1999 computerised exam, and includes a CD-ROM