By Steve O'Keefe
Techniques for grabbing-and holding-an audience's recognition on-line The definitive source for PR and advertising and marketing pros, this sequel to Steve O'Keefe's best-selling vintage exposure on the net (0-471-16175-6) presents specific, 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 stories of profitable campaigns. Steve O'Keefe covers every little thing the reader might want to wake up to hurry on search engine marketing, newsletters, information rooms, email advertising and marketing, e mail merge software program, syndication and associate courses, and construction in-house exposure operations. better half site beneficial properties customizable be aware and HTML templates, weekly stay discussions teams, and worthy source listings.
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Extra resources for Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns
To give you some perspective, for a typical e-mail news release, I mail to about 500 media contacts and get about 50 positive replies, 25 undeliverable messages, and one complaint. I have 71249_O'Keefe_CH02I 12/14/01 6:31 PM Page 19 E-Mail News Releases weeded many sensitive people off my list over the past seven years; it might take you a few releases to get your complaints down to zero. Keep It Short If you have to scroll to read it, your news release is too long. I have trained numerous online publicists, and length is enemy number one.
But if you start with a lengthy news release, it will either be trashed or saved for later and then trashed. I know several reporters who receive more than 300 pieces of e-mail a day. If it took one minute to read and process each message, that’s five hours per day just opening e-mail. If you want to build any level of respect with the media, you have to get to the point fast. ” I can sympathize with them, but based on my results, one paragraph won’t do it. Almost all e-mail news releases can be boiled down to a standard three-paragraph pitch.
Filters run in sequence, so you’ll want to run your Bozo filter before your bulk mail filter or else mail from your Bozo list will get deposited into your bulk mail folder instead of the trash. com TRANSFER TO trash That’s so simple, isn’t it? But you need to exercise some care with these filters as with anything automated. When Hotmail first started giving away free e-mail addresses, I noticed a lot of spam coming from Hotmail accounts. So I Bozo-filtered anything coming from Hotmail. Some time passed before I realized that a few of my friends and clients were using Hotmail addresses, and all their messages to me were going into the trash unseen.