Overview
Main description
No industry has been affected more permanently and positively by the Internet than public relations. Winning PR in the Wired World brings everyone from the CEO to the director of marketing up to cyberspeed by teaching them everything they need to know about PR in the new digital economy. Readers will learn how to implement communications guru Don Middleberg’s four fast “rules” to successful PR: 1) Speed Wins, 2) Everyone Is Now an Entrepreneur, 3) The World Ends Every 120 Days, and 4) Buzz Is Everything. Middleberg then breaks his rules down in detail and expands on them, offering his keen insight into the marketplace of today and tomorrow.
Winning PR in the Wired World analyzes how traditional PR has changed—discussing what’s new, what works, and what doesn’t—and provides insight and advice on how to make offline and online PR work together for effective campaigns. This groundbreaking guide takes a practical look at powerhouse companies that have implemented effective
PR campaigns on the Web, including Amazon.com, Britannica.com, Victoria’s Secret, Nike, and CDNow.
Don Middleberg is the chairman and CEO of Middleberg Euro, the fastest-growing public relations agency in the country for the past two years, with offices in New York, San Francisco, and Boston. A leader in public relations and marketing, Middleberg is widely considered to be among the elite communications professionals in digital public relations. A noted author and lecturer, he is coauthor of the groundbreaking Middleberg/Ross Media in Cyberspace Study. Middleberg is regularly called upon for commentary by numberous magazines and newspapers and has appeared on CNBC, C/Net, CNN, and National Public Radio.
Table of contents
Public Relations: You've Come a Long Way, Baby. The Four Fast Rules of Communicating in the Digital Age. Advertising Versus Public Relations: The Unending Debate. Who You Are Today May Have No Effect On Who You Are Tomorrow: Branding in the New Economy. The Currency of Media. The New Stakeholders. The CEO as Celebrity. Damage Control: Managing Online Image. The Internet as the Essential Crisis Communications Tool. Viral Publicity - Building Community and Awareness Online. Online Intelligence: The Cornerstone to Top-Notch Digital Communications. A Case Study of Online Success: Britannica.Com. Conclusion: What The Future Holds.
Author comments
Don Middleberg is the chairman and CEO of Middleberg Euro, the fastest-growing public relations agency in the country for the past two years, with offices in New York, San Francisco, and Boston. A leader in public relations and marketing, Middleberg is widely considered to be among the elite communications professionals in digital public relations. A noted author and lecturer, he is coauthor of the groundbreaking Middleberg/Ross Media in Cyberspace Study. Middleberg is regularly called upon for commentary by numerous magazines and newspapers and has appeared on CNBC, C/Net, CNN, and National Public Radio.
Back cover copy
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.
