Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns [Paperback]

"a valuable insight into a burgeoning area of research" (British Journal of Cardiology, March 2002)

"...the book can be recommended to anyone planning a major internet–based publicity campaign..." (www.freepint.com, 11 July 2002)

"...every topic is clearly explained...as guide books go this is the best one I have read to date..." (M2 Best Books, 17 September 2002)

"...the discipline and meticulousness of his techniques alone – demonstrated in his interesting chapter on e–mail news releases – certainly inspire..." (Marketing, 21 November 2002)

"..the discipline and meticulousness of his techniques alone - demonstrated in his interesting chapter on e-mail news releases - certainly inspire..."

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.

Effective strategies for grabbing and holding an audience′s attention online

With an extremely crowded and competitive online marketplace, attracting and holding an audience is now more critical to a company′s success than ever before. This sequel to Steve O′Keefe′s bestselling classic Publicity on the Internet offers a step–by–step guide to creating and deploying online campaigns.

You′ll find detailed instructions on how to plan, design, and implement your campaign effectively so you can dramatically increase traffic to your Web site. You′ll also learn how to take advantage of current technologies and industry standards such as search engine optimization, email marketing, email merge software, and syndication and affiliate programs.

Throughout the book, you′ll discover inspiring and instructive vignettes and case studies based on over 1,000 online campaigns that you can apply to your own company. Plus you′ll gain key information on how to measure and analyze the results of your campaign.

The definitive resource for PR and marketing professionals, this book covers the latest tools including:
∗ Direct email and newsletters
∗ Streaming audio and video
∗ Online seminars and workshops
∗ Webcasting conferences and presentations
∗ Using contests and sweepstakes

On the companion Web site you′ll find:
∗ customizable Word and HTML templates
∗ weekly live discussion groups
∗ valuable resource listings

Wiley Computer Publishing
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Visit our Web site at www.wiley.com/compbooks/
Visit the companion Web site at www.wiley.com/compbooks/okeefe

STEVE O′KEEFE is a pioneer in Internet publicity, starting his company Internet Publicity Services in 1994 before the first commercial Web browser was launched. He is currently President of S & SEA Inc., a firm specializing in strategic online marketing plans and brokering online alliances. O′Keefe also teaches Internet Publicity at Tulane University. His bestselling book Publicity on the Internet earned the Tenagra Award for Internet Marketing Excellence.