Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns [Paperback]

Steve O'Keefe (Author)

Book Description

ISBN-10: 0471105805 | ISBN-13: 978-0471105800 | Publication Date: January 2, 2002 | Edition: 1st

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.

Editorial Reviews

Review

"a valuable insight into a burgeoning area of research" (British Journal of Cardiology, March 2002)

"...the book can be recommended to anyone planning a major internet-based publicity campaign..." (www.freepint.com, 11 July 2002)

"...every topic is clearly explained...as guide books go this is the best one I have read to date..." (M2 Best Books, 17 September 2002)

"...the discipline and meticulousness of his techniques alone - demonstrated in his interesting chapter on e-mail news releases - certainly inspire..." (Marketing, 21 November 2002)

From the Back Cover

Effective strategies for grabbing and holding an audience's attention online

With an extremely crowded and competitive online marketplace, attracting and holding an audience is now more critical to a company's success than ever before. This sequel to Steve O'Keefe's bestselling classic Publicity on the Internet offers a step-by-step guide to creating and deploying online campaigns.

You'll find detailed instructions on how to plan, design, and implement your campaign effectively so you can dramatically increase traffic to your Web site. You'll also learn how to take advantage of current technologies and industry standards such as search engine optimization, email marketing, email merge software, and syndication and affiliate programs.

Throughout the book, you'll discover inspiring and instructive vignettes and case studies based on over 1,000 online campaigns that you can apply to your own company. Plus you'll gain key information on how to measure and analyze the results of your campaign.

The definitive resource for PR and marketing professionals, this book covers the latest tools including:
* Direct email and newsletters
* Streaming audio and video
* Online seminars and workshops
* Webcasting conferences and presentations
* Using contests and sweepstakes

On the companion Web site you'll find:
* customizable Word and HTML templates
* weekly live discussion groups
* valuable resource listings

Wiley Computer Publishing
Timely. Practical. Reliable.

Visit our Web site at www.wiley.com/compbooks/
Visit the companion Web site at www.wiley.com/compbooks/okeefe

See all Editorial Reviews

Product Details

• Paperback: 436 pages
• Publisher: Wiley; 1st edition (January 2, 2002)
• Language: English
• ISBN-10: 0471105805
• ISBN-13: 978-0471105800
• Product Dimensions: 9.1 x 7.5 x 0.9 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 4.7 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #1,348,055 in Books (See Top 100 in Books)

More About the Author

STEVE O'KEEFE is co-founder and chief operating officer of SixEstate Communications. Steve is a serial entrepreneur, writer, professor, and Internet pioneer. He wrote the bestselling book, "Publicity on the Internet," in 1996 and has taught Internet PR since the mid-1990s for IBPA Publishing University, Tulane University, and the Stanford Professional Publishing Program, among others. Steve is co-founder of the International Association of Online Communicators. He was president of AuthorViews (2004-2008), and executive director of online PR firm Patron Saint Productions (2001-2011).

Customer Reviews

Most Helpful Customer Reviews

12 of 13 people found the following review helpful:

5.0 out of 5 stars Publicity without Walls, March 5, 2002

By 

Don Bates (New York, NY USA) - See all my reviews

This review is from: 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.

5 of 5 people found the following review helpful:

5.0 out of 5 stars An Internet Guide For Everyone, January 22, 2002

By A Customer

This review is from: Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns (Paperback)

This book has an approachable, plain English writing style geared to anyone interested in Internet publicity (not just the big corporations). The author includes lots of helpful examples to illustrate his points. Seeing how the pointers, tips, and procedures operate in the real world enables anyone to apply them to his or her business. I already have!

5 of 5 people found the following review helpful:

5.0 out of 5 stars A Much Needed Addition, January 22, 2002

By A Customer

This review is from: Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns (Paperback)

I was very pleased to discover this book. O'Keefe has a proven track record but other books by him are out of date, as technologies and industry standards have changed substantially. This book answers the need for coverage of recent developments with its inclusion of topics such as search engine optimization, newsletters, newsrooms, email merge programs, and syndication and affiliate programs.