附註:Includes bibliographical references (pages 290-295) and index.
pt. 1. Communications on the Internet -- 1. A Report Card on PR Use of the Internet -- 2. How Communication Has Been Forever Changed -- 3. Public Relations Tools of the Internet -- 4. The Principles of Influencing Audiences Online -- 5. Monitoring Your Company or Client Online -- pt. 2. Audiences and Measurement -- 6. Media Relations -- 7. Investor Relations -- 8. Government Relations -- 9. Community Relations -- 10. Activism on the Internet -- 11. Crisis Communication -- 12. Going Directly to the Public -- 13. Measuring the Effectiveness of Your Online Efforts -- App. A. Working With IT Staff -- App. B. Promoting Your Online Efforts -- App. C. Writing for the Computer Screen -- App. D. Online Resources -- App. E. Recommended Reading.
摘要:Addresses the means by which you can establish a return on investment for your online efforts, and it suggests various tactical tools to use to implement your strategy.
