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Download Public Relations on the Net: Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More! epub book
ISBN:0814479871
Author: Shel Holtz
ISBN13: 978-0814479872
Title: Public Relations on the Net: Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More!
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ePUB size: 1796 kb
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Language: English
Category: Marketing and Sales
Publisher: AMACOM (October 26, 1998)
Pages: 352

Public Relations on the Net: Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More! by Shel Holtz



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money spent on Public Relations on the Net will probably pay off big time well worth reading. One point Holtz keeps emphasizing is that the best public relations efforts are two-way and symmetrical - they afford both the company and the strategic audience equal opportunities to participate in the discussion and, even more important, equal opportunities to achieve their objectives. As a whole, PR practitioners like myself have work to do in terms of using new communications media. The public often does a better job of online public relations than the professionals themselves, Holtz says, citing examples of activist groups and other passionate people who do a better job of understanding.

org to approved e-mail addresses. Other readers will always be interested in your opinion of the books you've read. Whether you've loved the book or not, if you give your honest and detailed thoughts then people will find new books that are right for them. 1. Microprocessor architecture : from simple pipelines to chip multiprocessors.

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. Year: 1998. org to approved e-mail addresses.

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Offers Successful Public Relations Strategies For Online Use. By Thriftbooks. com User, January 25, 2001. Shel Holtz wrote Public Relations on the Net to promote strategies that will help readers to successfully influence the media, government, business communities, and the general public through online connectivity. This book features a wealth of helpful information that will assist any company, organization, or person to look good before the public.

Start by marking Public Relations on the Net: Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More! as Want to Read: Want to Read savin. ant to Read. Yet few organizations have tapped even a fraction of the Net's power for true public relations, defined as the strategic management of communications between a business and its many audiences. Now there's a new guide that explains how to conduct effective and measurable . on the Net. Rich in step-by-st. Everyone knows about the Internet as a great way to market and sell. A should-read book on market positioning for the knowledge worker, manager, executive, or entrepreneur.

THE PUBLIC, THE MEDIA AND AGRICULTURAL BIOTECHNOLOGY This page intentionally left blank The Public, the Media and . .The Media and The Public: ''Them'' and ''Us'' in Media Discourse (Communication in the Public Interest). The Media and the Public Them and Us in Media Discourse Stephen Coleman and Karen Ross A John Wiley & Sons, Lt. The Art of Public Relations. The Media, Politics and Public Life. Report "Public Relations on the Net: Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More!" Your name.

Public relations on the net winning strategies to inform and influence the Media the investment community the goverment the Public and more! Author(S). Internet in public relations.

PUBLIC RELATIONS ON THE NET Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More! Everyone knows about the Internet as a great way to market and sell. Yet few organizations have tapped even a fraction of the Net's power for true public relations, defined as the strategic management of communications between a business and its many audiences. Now there's a new guide that explains how to conduct effective and measurable P.R. on the Net. Rich in step-by-step instructions and action plans, it's also studded with instructive examples of companies that leverage the Internet and World Wide Web to improve relationships with journalists, investors, civic groups, and other constituents. Readers learn how to:

* identify and monitor issues online * ferret out invaluable information for P.R. efforts * distribute releases and other messages effectively * solicit feedback from key audiences * deal with rogue Web sites and online attacks * use the Internet for crisis communications * influence opinions, attitudes, and behaviors over the long term. SHEL HOLTZ (Concord, CA) is president of Holtz Communication + Technology and a former corporate communications executive. He is a five-time winner of the Gold Quill award from the International Association of Business Communicators.

Reviews: 7
Ballagar
I had the good fortune to learn the art and science of public relations in a large organization (a trade association for a financial services provider). We had a ten-person PR team, each with a specialty.

This was the 1980s and we used "one-to-many communications." Now I'm having to un-learn that. As part of my re-education as a PR practitioner I read "Public Relations on the Net." Shel Holtz wrote it to help communicators like myself and our organizations figure out how to achieve measurable business results by using the Internet to communicate.

In addition to its value as a guide to strategically incorporating new media into a PR program, I recommend this book as a reminder of what the public relations field is all about - or is supposed to be.

One point Holtz keeps emphasizing is that the best public relations efforts are two-way and symmetrical - they afford both the company and the strategic audience equal opportunities to participate in the discussion and, even more important, equal opportunities to achieve their objectives.

As a whole, PR practitioners like myself have work to do in terms of using new communications media. The public often does a better job of online public relations than the professionals themselves, Holtz says, citing examples of activist groups and other passionate people who do a better job of understanding the Internet's networked nature and using it to their advantage.

To effectively employ a medium as part of a communication strategy communicators must be intimately familiar with the medium. Holtz says to become better at online public relations, communicators must spend time online. PR practitioners should be the "eyes and ears" of the organization online, monitoring constituent content, extracting value from that content, and providing intelligence based on that content, which our organization can use to make strategic business decisions.

EducationPR [...]
Ynneig
Because the book is so old, its content is outdated and of almost no value.
This is not the fault of the author, but merely a reflection of the publication
date: 1999.
Jube
This book contains some really neat ideas con how to practice public relations on the net.
The problem is that almost all the information that the book contains are simple and obvious topics that a public relations pro already should know but some how or other the author, Shel Holtz, managed to link them to topics regarding the net.
Read this book definitely wasn't a waist of time but if you work in the public relation field think twice before buying this book; Chances are you already know everything contained in "PUBLIC RELATIONS ON THE NET".
Beabandis
I can sum up everything that I learned in this book in two words.
Not much.
It covers common sense things that anyone who has spent any time on the Internet would know.
This was written for people who have already worked in public relations but have had practically no experience in using the Internet. It starts with a history of the Internet, then looks at communications and how the Internet has changed them.
Part Two is more useful for established public relations practitioners as it covers measurement and audiences. It talks about using the Internet in establishing and maintaining media relations. There was actually one very good section here. In order to use the Internet effectively, you must consider it to be a channel of communications between the PR specialist and the media. The only way to do that is to give the media what they want.
Do not send email blindly to journalists and other members of the media unless they have indicated, perhaps at the end of their column, that they welcome email submissions. Always contact them first by telephone to determine if they might be interested in the story that you are promoting. If they are, then you may send them the information via email. Keep it short; no more than two pages. Use excruciatingly good grammar. Be polite and give them information that helps them to do their jobs more easily.
As in any part of public relations, establishing contact and credibility with the media is key to your success in getting your story covered.
Keep a database of your press releases online so that the media people can find them when they need information. You want your PR people to work with your webmaster while your website is being developed. Other suggestions include that you make sure to have an email contact address at your website that is regularly checked by someone responsible. He recommends the use of newsletters, bulletin boards and chat rooms to pull people onto your site. He also notes that it is difficult to get demographic information on your users and suggests registration to get their contact information and demographics.
I personally don't recommend that you use registration for your site when you are just starting out because it will drive users from your site rather than pull them into it.
If you are not familiar with the Internet, this book may be useful. If you are a regular user, you may want to find other sources of information on PR on the Internet.