Winning PR in the wired world : powerful communications strategies for the noisy digital space /

Bibliographic Details
Main Author:	Middleberg, Don
Corporate Author:	NetLibrary, Inc
Format:	eBook
Language:	English
Published:	New York : McGraw-Hill, [2001]
Subjects:	Public relations. Internet in public relations. Relations publiques. Internet dans les relations publiques. Electronic books.
Online Access:	Connect to the full text of this electronic book

Table of Contents:

Public relations: you've come a long way, baby
The four fast rules of communicating in the digital age
Advertising versus public relations: the unending debate
Who you are today may have no effect on who you are tomorrow: branding in the new economy
The currency of media
The new stakeholders
The CEO as celebrity
Damage control: managing online image
The internet as the essential crisis communications tool
Viral publicity--building community and awareness online
Online intelligence: the cornerstone to top-notch digital communications
A case study of online success: Britannica.com
Conclusion: what the future holds.