Steve O’Keefe 
Complete Guide to Internet Publicity 
Creating and Launching Successful Online Campaigns

Strategies for grabbing-and holding-an audience’s attentiononline The definitive resource for PR and marketing professionals, thissequel to Steve O’Keefe’s best-selling classic Publicity on the Internet (0-471-16175-6) provides detailed, how-to instructionson planning, designing, implementing, troubleshooting, andmeasuring the results of online campaigns. Throughout the book, theauthor enlivens his coverage with inspiring and instructivevignettes and case studies of successful campaigns. Steve O’Keefecovers everything the reader will need to get up to speed on searchengine optimization, newsletters, news rooms, e-mail marketing, e-mail merge software, syndication and affiliate programs, andbuilding in-house publicity operations.Companion Web site features customizable Word and HTMLtemplates, weekly live discussions groups, and valuable resourcelistings.

Mục lục

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.

Giới thiệu về tác giả

STEVE O’KEEFE is a pioneer in Internet publicity, starting hiscompany Internet Publicity Services in 1994 before the firstcommercial Web browser was launched. He is currently President of S& SEA Inc., a firm specializing in strategic online marketingplans and brokering online alliances. O’Keefe also teaches Internet Publicity at Tulane University. His bestselling book Publicity onthe Internet earned the Tenagra Award for Internet Marketing Excellence.