목차
Preface to the Second Edition
Acknowledgments
Introduction
Pt. 1 Communications on the Internet 1
1 A Report Card on PR Use of the Internet 3
2 How Communication Has Been Forever Changed 21
3 Public Relations Tools of the Internet 50
4 The Principles of Influencing Audiences Online 92
5 How to Be the Eyes and Ears of Your Organization or Client 127
Pt. 2 Audiences 155
6 Media Relations 157
7 Investor Relations 205
8 Government Relations 217
9 Community Relations 229
10 Cause and Issue Communication 250
11 Employee Communications 269
12 Activism on the Net 281
13 Crisis Management in the Wired World 312
14 Going Directly to the Public 341
15 Measuring the Effectiveness of Your Online Efforts 348
App. A Working with IT Staff 357
App. B Promoting Your Online Efforts 362
App. C Writing for the Web 371
App. D: Online Resources 388
App. E: Recommended Reading 400
App. F Internet Fundamentals 403
Glossary 411
Index 437