By Susan Y. Kohl, APR (Auth.)

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Extra resources for Getting @ttention. Leading-Edge Lessons for Publicity and Marketing

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They should also be strategic. Above all, be sure to include the link to your site. If you don't, your efforts are worthless. To find out how to create a signature for your email, consult the manual for your browser or e-mail software. PUBLICITY THROUGH MEDIA RELATIONS Securing coverage by today's news media has never been easier. Thousands of news vehicles are available, with new print publications and editorial websites springing up daily. Most print and broadcast operations are building or already have complementary online versions that are often expanded.

In 1997 Push opened up a whole new way to obtain information. com). Users subscribed to channels that would deliver information that was of interest to them. The concept was good. Probably the best way to understand Push is to use the analogy of news delivery. In the good old days, if you wanted to receive a newspaper, you had to physically go to a newsstand and get it. Later, the paper boy delivered the news to your doorstep. That is a simple way to describe how Push worked. In the not-so-olden days, you had to go to a website to find the information you wanted.

Finally, you can communicate to any size audience. SEARCH ENGINFS: GETIING VISITORS TO YOUR SITE By now you probably have a website that your target audience can use to find information about your products or services or organization. However, you need to understand that a website is not a guarantee for instant business CHAPTER 3 success. All too often the general public believes that having a Web presence means instant traffic and revenue. With more than 56,000,000 websites to choose from, though, how will your customers or your target audience find you?

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