Public relations (PR) on the Internet has a much bigger and broader role to play than it does in the "real world". With traditional PR you are reliant on (or at the mercy of) a journalist to convey your message, or even forced to spend money on ad space. With e-PR you can bypass both these options and communicate directly with your audiences. In this practical and lively guide, Matt Haig shows you how to bring an e-PR perspective to all your online communications. Giving clear, step-by-step advice, the book should help you to: think from an e-PR perspective; do your market research on the Internet; create a Web site that will build business relations; use e-mails more effectively; get a good position on the major search engines; conduct press relations online; send out online newsletters; set up an online discussion group; use PR tricks and techniques to attract new customers; and integrate your e-PR activity with real-world PR. Whether you're a business owner, marketing manger, PR professional, Web-site manager or a student of business/marketing/PR, this book shows you how to put the power of e-PR into practice. Find out how to create an exciting e-PR strategy and maximize your chances of e-business success - learn the new three Rs: Relations - interact with your different audiences to build relations; Reputation - your most important business asset, E-PR is the art of managing your online reputation for long-term success; and Relevance - make sure everything you put online is directly relevant to your intended audience.
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