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Product Author Bios

DEIRDRE BREAKENRIDGE is Executive Vice President and Co-owner of PFS Marketwyse, an advertising and communications firm based in Totowa, NJ. Recognized as a leading expert in marketing, brand-building, and PR, she speaks regularly to organizations ranging from the International Association of Business Communicators (IABC) to the National Association of Broadcasting (NAB). She is author of Cyberbranding: Brand Building in the Digital Economy (Financial Times Prentice Hall).

THOMAS J. DeLOUGHRY is a freelance writer with more than 15 years of experience in journalism. He is a former Executive Editor of Internet World magazine, where he had a front-row seat for the dot-com craze. He began writing about information technology for The Chronicle of Higher Education, a Washington, D.C.-based weekly, in 1987 when the Internet was primarily the domain of professors and researchers. He's also been a Contributing Editor to InternetWeek magazine and has written for several other magazines and newspapers.

The New PR Toolkit delivers proven strategies and tactics for using today's most powerful new online communications tools to strengthen any brand and every stakeholder relationship. Drawing on detailed case studies, the authors offer no-holds-barred assessments and practical guidelines for using e-mail, online newsletters, chat, Web newsrooms, online brand monitoring, and other new tools. Contains a complete blueprint for maximizing the strategic value of communications in your organization.

Table of Contents



Acknowledgments.


Introduction.

I. LAYING THE GROUNDWORK.

1. The 21st-Century Audience.

Powerful Tools. Dot-Com Lessons. Know Your Audience.

2. Identifying Audience Trends.

A Large Audience. úAnd Growing. What They're Doing. Online Vets Do More. Broadband Is Coming. Online-Offline Transparency.

3. Knowing What Your Public Wants.

Understanding What People Expect of Your Client Online. Factors Affecting Your Online Communications Strategy. Ongoing Research Is Critical.

4. Knowing What the News Media Want.

Media Web Sites. Third-Party Resources. MEDIA INTERVIEWS: What the Reporters Say.

5. The Need for Continuous Research.

Interview with Michael Bach, CEO and Founder of Survey.com.

II. PUTTING THE TOOLS TO WORK.

6. Building Your Online Newsroom.

A New World. Imperative #1: A Good Online Pressroom. Imperative #2: Don't Eliminate Humans. The Flip Side. PR INTERVIEW: IBM's Matthew Anchin. PR INTERVIEW: Bethlehem Steel's James D. Courtney. PR INTERVIEW: Air Products' PR and Graphic Design/Web Teams. JOURNALIST INTERVIEW: Professor Dianne Lynch of St. Michael's College.

7. Using E-Mail Smartly.

How to Use E-Mail Effectively. Principle #1: Ease of Distribution Does Not Necessarily Mean Distribution to the Masses. Principle #2: Quick Communication via E-Mail Does Not Mean Poorly Formulated Messages. Principle #3: There's No Excuse for Careless Correspondence. Principle #4: As Tedious As It Sounds, E-Mail Communication Deserves Proofreading with the Same Scrutiny As a Snail Mail Letter in Certain Circumstances. Principle #5: Know the Preference of Your Recipients. Principle #6: Send It Only Once and Move On. E-Mail Campaigns. PR INTERVIEW: Rick Walsh of Darden Restaurants. MEDIA INTERVIEW: Joe Rosenbloom of Inc. MEDIA INTERVIEW: Scott Jaschik of The Chronicle of Higher Education.

8. E-Newsletters Build Relationships.

E-Mail Alerts. Information-Rich Newsletters. Dos and Don'ts. PR INTERVIEW: Bill Steele of Cornell News Service. PR INTERVIEW: Anne Coyle of Weber Shandwick. PR INTERVIEW: Elizabeth Albrycht and Jennifer McClure of Albrycht McClure & Partners. MEDIA INTERVIEW: Mike Cohn of Internet World.

9. Webcasts Are Worth A Second Try.

Live Events. Journalists Are Interested. MEDIA INTERVIEW: Bob Turner of Video Systems Magazine. PR INTERVIEW: Michelle Savage of PR Newswire. PR INTERVIEW: Mark DeLaurentis of MultiVu. PR INTERVIEW: Pat Meier of Pat Meier Associates.

III. PROTECTING THE BRAND.

10. Monitoring Brand Communication.

Reporters Are Already There. What to Do With the Information. Manipulating Message Boards. PR INTERVIEW: David Dunne of Edelman's Interactive Solutions. MEDIA INTERVIEW: Wendy M. Grossman, Freelance Writer.

11. New Tools for Crisis Management.

Plan Now. Lessons from 9/11. A Quick Response. Planning a Crisis Site. MEDIA INTERVIEW: Joe Perone of The Star Ledger.

12. Integrating Your Pr Strategies.

Integration Tips. Fitting Tools Together. When Integration Works. Beyond Consistency. PR INTERVIEW: Elisa Padilla, Manager, Events & Attractions Group, National Basketball Association. PR INTERVIEW: Jason Miletsky, CEO of PFS Marketwyse and Author of Planning, Developing, and Marketing Successful Websites.

13. Don't Forget About Privacy.

SIDEBAR: Understanding the EU Safe Harbor Agreement.

IV. CONCLUSIONS.

14. The Changing Role of the Communicator.

SIDEBAR: The New PR Glossary. PR REFLECTIONS: Tom Nolan of Publicis Dialog. PR REFLECTIONS: Ed Emerman of Eagle Public Relations.

15. Looking Ahead.

More Collaboration. Richer Presentations. Blogs Are Coming. Better Management. A Tool Is a Tool.

Index.

 
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