Shel Holtz - Public relations on the Net : winning strategies to inform and influence the media, the investment community, the government, the public, and more!
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Public relations on the Net : winning strategies to inform and influence the media, the investment community, the government, the public, and more!
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Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More!
Shel Holtz
AMACOM American Management Association New York Atlanta Boston Chicago, Kansas City San Francisco Washington, D.C. Brussels Mexico City Tokyo Toronto
This book is available at a special discount when ordered in bulk quantities. For information, contact Special Sales Department, AMACOM, an imprint of AMA Publications, a division of American Management Association, 1601 Broadway, New York, NY 10019.
This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.
Library of Congress Cataloging-in-Publication Data
Holtz, Shel. Public relations on the net: winning strategies to inform and influence the media, the investment community, the government, the public, and more! / Shel Holtz. p. cm. Includes index. ISBN 0-8144-7987-1 1. Public relationsComputer networks. 2. Internet (Computer network) I. Title. HD59.H596 1998 659.2 '09285'4678dc2198-8580 CIP
1999 Shel Holtz. All rights reserved. Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, an imprint of AMA Publications, a division of American Management Association, 1601 Broadway, New York, NY 10019.
Printing number
10 9 8 7 6 5 4 3 2 1
To my children, Benjamin and Rachel, who think their Dad types on a computer for a living. Their amusement always helps keep things in the proper perspective.
title
:
Public Relations On the Net : Winning Strategies to Inform and Influence the Media, the Investment Community, the Government, the Public, and More!
author
:
Holtz, Shel.
publisher
:
AMACOM Books
isbn10 | asin
:
0814479871
print isbn13
:
9780814479872
ebook isbn13
:
9780585029337
language
:
English
subject
Public relations--Computer networks, Internet.
publication date
:
1999
lcc
:
HD59.H596 1999eb
ddc
:
659.2/0285/4678
subject
:
Public relations--Computer networks, Internet.
Page 1
Part One Communications on the Internet
Page 10
did notthat led communicators to approach the systems group.) The goal was the same: to apply fundamental communications principles to the company's online presence. "If we're going to have a Web site," the communicators figured, "we may as well make sure we're using approved copy to describe our products or services."
In some cases, the two departments worked together smoothly. In others, hostility erupted between the systems and communications departments. Communicators believed that the systems-based Web-master was misusing the Web: Since it was a communications medium, it belonged in the jurisdiction of the communications department. The systems group felt that the communicators, who had heretofore expressed absolutely no interest in the Web, suddenly wanted to wrest it away from the department that had built it from scratch only because it had become popular. (Much of this hostility still exists. How communicators can deal with it is addressed in Appendix A.)
Stage 4: The Net as a Business Tool
Many organizations are starting to get beyond the question of who within an organization should own the Internet. Ultimately, the Internet and its various elements are business tools that need to be applied like any other business tool. Nobody within a typical organization argues over who owns the company's printing press or who has access to outside printing resources. Those departments that need to have something printed in order to address a sound business need simply do so (using appropriate organizational channels, of course, such as the purchasing department).
When it comes to the Internet, the role of each department in the company should be based on the department's area of expertise and the benefits it can bring to the use of the medium. The public relations department is charged with maintaining excellent relations with the company's various audiences. Thus, any use of the Net consistent with that mandate should be the province of the PR department. The marketing department is responsible for making the company's products and services more desirable. Consequently, any online efforts toward that end should be the responsibility of the marketing department. Communicating investment information online should be the province of the investor relations department.
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