By Steve O'Keefe
Concepts for grabbing-and holding-an audience's recognition on-line The definitive source for PR and advertising pros, this sequel to Steve O'Keefe's best-selling vintage exposure on the web (0-471-16175-6) presents distinct, how-to directions on making plans, designing, enforcing, troubleshooting, and measuring the result of on-line campaigns. through the e-book, the writer enlivens his insurance with inspiring and instructive vignettes and case experiences of profitable campaigns. Steve O'Keefe covers every little thing the reader might want to wake up to hurry on search engine optimisation, newsletters, information rooms, electronic mail advertising and marketing, e mail merge software program, syndication and associate courses, and development in-house exposure operations. spouse site gains customizable observe and HTML templates, weekly stay discussions teams, and priceless source listings.
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Additional resources for Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns
Event announcements appearing weeks before an online event are unlikely to draw any traffic. On the other hand, traditional media outlets won’t use your announcement unless you give them adequate notice. Therefore, for event promotion, I suggest a twopronged approach: faxed or printed releases to traditional media outlets well ahead of time and e-mail news releases to the online press no more than a week before the event. Event announcements lack pizzazz unless they’re coupled with a news hook.
Your e-mail news release is not a news release at all but a teaser asking media contacts, “Are you interested in this story? ” Your e-mail news release is like a survey, casting out to a broad audience to find the few who want what you have. Once you have them hooked, you can send the rest of the story via e-mail, fax, or phone. A second major strategy is to try and hitch your news release to a major current event. In early 1996, I promoted the book Finding Your Perfect Work by Paul and Sarah Edwards.
Net-happenings. It consists almost entirely of news releases, and there are dozens posted every day. Take note of which subject lines grab your attention. Why? Was it because they were clever or because they mentioned a subject of great interest to you? You’ll notice people making beginner mistakes, such as using ALL CAPITAL LETTERS or very long subject lines. There is a real art to writing subject lines that will motivate media contacts to open a message. 1 shows a sampling of subject lines from Net Happenings with three of the lines highlighted.