The Essential Guide to Public Relations on the Internet
by Matt Haig
Published by Kogan, 2000
Paperback, 166 pages
The Internet has opened up a wide range of new channels and opportunities
to benefit the traditional approach to PR, so having expected this book to provide a detailed guide to
making the most of these in the UK market, it proved to be a disappointment.
That’s because Matt Haig has taken the broad view that everything on the
web is PR for a company, from building a website, to using e-mail newsletters, as well as using media relations
effectively. As a result, there is a lot of ground covered in the 160 pages, meaning that the book skims the surface of a lot
of areas and therefore becomes an introductory guide to marketing on the Internet. A chance has therefore been missed to provide a definitive, detailed guide to
specifically using traditional PR on the web and instead this book doesn’t stand up well against many other ‘Internet marketing’
titles and serves simply as an introduction for newcomers.
This actual coverage of traditional PR is restricted to the last three chapters that look at using media
channels online, writing and circulating an online press release, and finally supporting online activity with offline support as well
for greater impact.
As a general overview to using the Internet as a marketing and promotional tool, this book is a good starting point,
but don’t be mislead by the title – this is not a detailed guide on how to transfer a PR campaign effectively online. We’re still looking for that one!
Further information: http://www.kogan-page.co.uk
Buy at a discount from Amazon.co.uk
Other internet marketing titles we have reviewed:
- 101 Ways to Promote your Web Site, by Susan Sweeney
- Advertising on the Internet, by Steven Armstrong
- Business-to-Business Internet Marketing, by Barry Silverstein
- Internet Marketing for Less than $500/Year, by Marcia Yudkin
- Marketing on the Internet, by Jan Zimmerman
- Marketing With E-Mail, by Shannon Kinnard
- Net Words, by Nick Usborne
- Poor Richard's E-Mail Publishing, by Chris Pirillo
- Poor Richard's Internet Marketing and Promotions, by Peter Kent and Tara Calishain
- Search Engine Positioning, by Frederick Marckini
- World Wide Web Marketing, by Jim Sterne