Review of Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns (Paperback)

Steve O'Keefe's first book, Publicity on the Internet, changed the way people in public relations and marketing, particularly those in the publishing industry, publicized and promoted books, companies, products, services and other endeavors on the World Wide Web.For the first time, someone had outlined -- in great detail and with remarkable candor -- what we had to do to take advantage of the Internet's innumerable opportunities for getting "talked about" in cyberspace and, by extension, in our offices, living rooms and places of play.In his new book, Complete Guide to Internet Publicity -- a complete overhaul of his earlier work -- Steve goes several steps further and makes the art of Internet publicity almost a no-brainer for professionals and non-professionals alike.With a host of specific case examples, he tells us how to harness the power of online news rooms, discussion groups, newsletters, chat tours, online seminars, contests and what he calls "syndication" (a great concept unto itself) to develop positive publicity far beyond what most of us could achieve or afford with traditional public relations or direct mail marketing, as important and impressive as these approaches can be in certain circumstances.But the book is far more than a collection of tactics.Most important, it is salted with expert advice and counsel on how to use the Internet wisely.Steve is a practitioner of what he describes, but he is also a teacher who cares about the values of his readers.He wants us to succeed credibly and accountably with our publicity initiatives, not at all costs.Philosophically, he reverses the old maxim, "the end justifies the means."Like Camus, he thinks "the means justify the end."Still and all, the book is a wonderfully practical primer that helps us to concentrate on creativity and substance in generating the kind of publicity that we only dreamed of a few years back.The book is also well-organized, well-written and well-edited, three qualities that make it not only easy to read, but easy to grasp and easy to translate into action. If there is a "best" book on Internet publicity, this has to be the choice hands down.

Product Description
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.

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