The New PR Toolkit: Strategies for Successful Media RelationsThe New PR Toolkit delivers proven strategies and tactics for using today's most powerful new online communications tools to strengthen any brand and every stakeholder relationship. Drawing on detailed case studies, the authors offer no-holds-barred assessments and practical guidelines for using e-mail, online newsletters, chat, Web newsrooms, online brand monitoring, and other new tools. Contains a complete blueprint for maximizing the strategic value of communications in your organization. |
Contents
CHAPTER | 3 |
IDENTIFYING AUDIENCE TRENDS | 13 |
PUBLIC WANTS | 25 |
KNOWING WHAT | 37 |
THE NEED FOR CONTINUOUS | 55 |
CHAPTER 6 | 67 |
USING EMAIL SMARTLY | 89 |
ENEWSLETTERS BUILD | 107 |
PROTECTING THE BRAND | 145 |
REPORTERS ARE ALREADY THERE | 155 |
Wendy M Grossman Freelance Writer | 163 |
NEw Tools | 165 |
A Quick RESPONSE | 174 |
Joe Perone of The Star Ledger | 181 |
FITTING TOOLS TOGETHER | 187 |
Jason Miletsky CEO of PFS Marketwyse and Author of Planning | 194 |
Common terms and phrases
Albrycht analysts Anchin Anne Coyle audience brand Burrelle's Business Wire Cerner Corporation chapter clients communication company's consumers coverage customers CyberAlert Darden Restaurants databases develop discussion Donuts dot-com Dunkin e-mail e-mail addresses e-mail campaign e-newsletters editors employees eToys event eWatch example executives going important industry instant messaging integrated interactions interested Internet users journalists Krispy Kreme M-Insights marketing media outlets monitoring Netbriefings newsgroup newsletter Nielsen//NetRatings notes offer offline online newsroom online pressrooms percent pitches PR agency PR firm PR Newswire PR person PR professionals PR team press releases privacy policy profes ProfNet public relations questions quickly recipients reporters response Sandler O'Neill says September 11 site's story strategies subject line Survey.com target tion updated visitors Webcast Yahoo