Complete guide to internet publicity

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.

Chapter 1. The Power of Internet Publicity. Chapter 2. Buidling an Online Publicity Operation. Chapter 3. E-Mail News Releases. Chapter 4. Online News Rooms. Chapter 5. Web Site Registration and Linkage. Chapter 6. Discussion Group Postings. Chapter 7. Newsletters and Direct Marketing. Chapter 8. Syndicating Your Promotions. Chapter 9. Chat Tours. Chapter 10. Online Seminars and Workshops. Chapter 11. Contests and Other Fancy Promotions. Chapter 12. Internet Publicity Resources.