Product Description

This is a solution-orientated guide to implementing successful PR plans on the Internet. It provides four rules to successful PR and looks at them in detail. There is an analysis of how traditional PR has changed and discusses what's new, what works and what doesn't.

Product Details

• Amazon Sales Rank: #2281228 in Books
• Published on: 2000-12-01
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 235 pages

From the Back Cover

No industry has been affected more permanently and positively by the digital revolution than public relations. The speed and reach of the Internet have forever transformed the communications landscape, altering the practice of public relations and magnifying its power. But to many PR professionals, the Internet remains uncharted territory. The destination may be clear, but the coordinates for reaching it are not.

In Winning PR in the Wired World, Internet PR guru Don Middleberg charts the course for getting the most from this ultimate communications tool. By detailing the evolution of the digital communications era, analyzing his original research, and examining some high-profile PR successes and failures, Middleberg offers a hard-hitting and informative guide to what's new, what works, and what doesn't in communications today.

Readers will gain insight into the benefits of combining online and offline tactics and get a tutorial in Middleberg's four fast "rules" of successful PR: (1) Speed Wins, (2) Everyone is Now an Entrepreneur, (3) The World ENDs Every 120 Days, and (4) Buzz Is Everything. Through Middleberg's analysis, everyone from dot-com CEOs and marketing VPs to PR agency pros will get a comprehensive and thought-provoking education in PR's new guiding principles.

Written by one of the country's most renowned leaders of digital public relations, Winning PR in the Wired World brings readers up to cyberspeed on the new demands and opportunities for public relations in the wired world.

The broadly accessible, highly competitive marketplace created by the Internet has forever changed the role of public relations work. No longer taking a backseat to advertising, PR is increasingly at the forefront of business success­­or failure. Don Middleberg, Chairman and CEO of Middleberg & Associates and a guru in digital public relations, combines the expertise of one of the country's most highly regarded PR practitioners with case studies of information age leaders, including Amazon.com, Victoria's Secret, General Motors, and Nike. Winning PR in the Wired World can help you take advantage of the world's most powerful, widely-used forum for creativity, precision­­and profit.

"PR used to stand for "Public Relations." Now the Net has transformed PR into "Power Relationships." Here's the inside story on how this is happening.

­­John Sculley, Partner, Sculley Brothers, LLC, Former CEO of Apple Computers and Pepsico

"It's hard to believe that anyone can say anything new about either public relations or the Internet. Don manages with his own unique insight, vision and sense of what's real to re-excite the reader about both subjects. Bravo, Don!, you've done it again."

­­Ray Gaulke, President and COO, Public Relations Society of America

"Leading edge - A required handbook for all executives, PR Practioners and PR students. Don Middleberg is one of the wired PR pioneers and innovators. He lays out a wired working blueprint for action. He hits all need-to-know points from Cyber-PR strategy to tactics. I appoint Don as the leading wired PR teacher in the world. I'm glad he's willing to share his exciting ideas with professionals and students. Don is a winner, and so is his Winning PR in a Wired World."

­­Brent Baker , Dean and Professor of Communication, Boston University.

Customer Reviews

Disappointment
This book is really centred on dotcoms. Whilst there's a couple of good points in here for the dotcom entrepreneur, I can't say there is much in here that I found useful as a PR consultant, and the stuff that was useful I really needed to dig for.

The biggest failing of this book is it's lack of structure. In addition, Don Middleberg achieves a limited scope of application (ie mostly for dotcoms) whilst discussing PR really rather generally.

The chapter on the new stakeholders concentrated on internet-centric research firms, venture capitalists and analysts, but said nothing or at least very little of the way consumers behave online, how to define stakeholders and the like.

This book may be useful to the odd dotcom start-up entrepreneur, but they seem to be a dying breed at the moment. This book was a disappointment for me.

It gives the Public Relations path for the digital world.
The digital Revolution has forever transformed the communications landscape, altering now and in the near future the practice of public relations, and of course, due to the magnitude of the audience, it magnifies its power. It is what Don Middleberg shows us in this book. It has case studies and success or failure of high-profile PR strategies, including Amazon.com, General Motors and Nike. Winning PR in the Wired World, until now shows to be the best book for a future PR practitioner in the new technologies world. I is a must read, for starting addressing a new era with some new and undiscovered rules. Don Middleberg and his knowledge expressed in this book are simply on the edge, so this makes a most valuable source of information.