Complete Guide to Internet Publicity: Creating and Launching Successful Online C

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.

Table of Contents

Acknowledgments.

Chapter 1. The Power of Internet Publicity.

Chapter 2. E-Mail News Releases.

Chapter 3. Online News Rooms.

Chapter 4. Discussion Group Postings.

Chapter 5. Newsletters and Direct Marketing.

Chapter 6. Chat Tours.

Chapter 7. Online Seminars and Workshops.

Chapter 8. Web Site Registration and Linkage.

Chapter 9. Contests and Other Fancy Promotions.

Chapter 10. Syndicating Your Promotions.

Chapter 11.Building an Online Publicity Operaion.

Appendix: Companion Web Site.

Index.