Complete guide to Internet publicity : creating and launching successful online campaigns /
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| Author / Creator: | O'Keefe, Steve, 1959- |
|---|---|
| Imprint: | New York : John Wiley, c2002. |
| Description: | xi, 436 p. : ill. ; 24 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/4618214 |
Table of Contents:
- Acknowledgments
- Chapter 1. The Power of Internet Publicity
- The Promise
- The Problems
- The Principles
- The Practice
- The Prognosis
- Chapter 2. E-Mail News Releases
- Using and Abusing E-Mail News Releases
- Types of News Releases
- Writing E-Mail News Releases
- Formatting E-Mail News Releases
- Finding E-Mail Addresses of the Media
- Sending E-Mail News Releases
- News Release Follow-Up
- Top Tips
- Chapter 3. Online News Rooms
- Newsroom Organization
- Newsroom Architecture
- What Should the Site Contain?
- News Wires and News Feeds
- Online Presentations
- Online News Conferences
- Online Crisis Management
- Top Tips
- Chapter 4. Discussion Group Postings
- The Postings Campaign
- Spam, Spam, Spam, Spam, Spam
- Writing Effective Postings
- Posting to Newsgroups
- Posting to Mailing Lists
- Posting on America Online and CompuServe
- Posting on Web Site Message Boards
- Defending Your Postings
- Top Tips
- Chapter 5. Newsletters and Direct Marketing
- Hardware and Software
- Direct E-Mail
- Online Newsletters
- Case History: Publishers' Lunch
- Top Tips
- Chapter 6. Chat Tours
- Can We Talk?
- Preparing for Chat
- Booking Chats
- Promoting Chats
- Conducting Chats
- Chat Follow-Up
- Top Tips
- Chapter 7. Online Seminars and Workshops
- The Benefits of Online Seminars and Workshops
- Formats for Online Seminars and Workshops
- Creating Pitch Pages and Other Setup Materials
- Finding and Securing Partner Sites
- Promoting Seminars and Workshops
- Conducting Seminars and Workshops
- Follow-Up Operations
- Top Tips
- Chapter 8. Web Site Registration and Linkage
- Who Do You Want at Your Site?
- How People Find Your Site
- Search Engine Optimization
- Web Site Registration
- The Linkage Campaign
- Top Tips
- Chapter 9. Contests and Other Fancy Promotions
- A Tale of Two Promotions
- Designing Good Promotions
- Partnerships
- Contests
- Games and Quizzes
- Traffic Builders
- Major Events
- Top Tips
- Chapter 10. Syndicating Your Promotions
- Syndication Basics
- Documents, Files, and News
- Chats, Seminars, and Workshops
- Your Own Show
- Associate and Affiliate Programs
- Case History: myjobsearch.com
- Top Tips
- Chapter 11. Building an Online Publicity Operation
- Organization and Budgeting
- Setup and Training
- Measuring Results
- Top Tips
- Appendix. Companion Web Site
- Index
