By Steve O'Keefe
Techniques for grabbing-and holding-an audience's realization on-line The definitive source for PR and advertising execs, this sequel to Steve O'Keefe's best-selling vintage exposure on the web (0-471-16175-6) presents certain, how-to directions on making plans, designing, enforcing, troubleshooting, and measuring the result of on-line campaigns. in the course of the e-book, the writer enlivens his assurance with inspiring and instructive vignettes and case reports of winning campaigns. Steve O'Keefe covers every little thing the reader might want to wake up to hurry on search engine optimisation, newsletters, information rooms, email advertising and marketing, e mail merge software program, syndication and associate courses, and construction in-house exposure operations. spouse website positive aspects customizable be aware and HTML templates, weekly reside discussions teams, and priceless source listings.
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Additional resources for Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns
3 looks like as a final e-mail document ready to be sent. The top part of the message contains all the headers: the addresses and the subject line. The bottom part contains the body of the message. Some people like to repeat the subject line at the top of the body of the message, and that’s okay as long as you can afford the space. Adding Graphics or Attachments Do you want to impress your boss, or do you want to get media coverage? If you want to impress your boss, go ahead and make an HTML e-mail news release with beautiful graphic design (be sure to use obscure typestyles) and lots of graphics, and for kicks include a streaming video news release embedded in the e-mail.
The dominant software programs for e-mail are Outlook Express embedded in Microsoft Internet Explorer; Netscape Messenger embedded in Netscape Communicator; America Online’s e-mail service; CompuServe’s e-mail service; Microsoft Outlook; Lotus Mail; and Eudora. I do not recommend using either AOL or CompuServe for e-mail media relations. You should invest in a direct Internet connection for this work. Someday AOL and CSI will make it easy to use your own e-mail client or upgrade their capabilities to make bulk e-mail management easier.
One of the sharpest news hooks you can have is to tie-in somehow with a hot story. Publicists who track the media are in a good position to see stories as they break. They should be prepared to respond to current events with expert opinions from their clients. The focus of these news releases is the qualifications of the expert being offered, and the desired result is usually an interview. Timely release is critical, because you risk losing the spotlight to another expert or missing the moment altogether if you do not contact journalists promptly.