Presented by Daniel Janal

Author of "Dan Janal's Guide to Marketing on the Internet," (John Wiley & Sons, 1999), and "Online Marketing Handbook."

What are these leading-edge strategies and tactics in online media relations and how are they transforming the way we publicize products and services or serve our stakeholders and outflank the competition?

Dan Janal covers the gamut--from creating online press releases that demand to be read, to bypassing the media and creating personal relationships with your customers and prospects that can last a lifetime!

You'll leave this course knowing:

• How to use new online tools to build relationships with employees, vendors and customers.
• How to work effectively with the media using the new tools of the Internet.
• How to integrate the Internet into your public relations program.
• How to use the Internet to fight crises.

Course Description

This course presents the methods and techniques for conducting public relations on the Internet. Specific topics include an overview of the Internet, how it differs from offline communications, employing Internet technologies as communications tools, building and using the World Wide Web from a public relations perspective, and how the Internet is used to perform different public relations functions.

Learning Objectives

After completing this course, students will:

• Recognize and communicate what makes the Internet unique as a communications tool;
• Be able to use email, discussion groups, mailing lists, newsgroups, and other Internet components as public relations tools;
• Have the ability to incorporate the public relations perspective into developing and managing World Wide Websites; and
• Perform key public relations functions using the Internet.

Instructional Methods

The tools and methods of using public relations on the Internet are explored through a combination of lectures, discussions, case studies, projects, presentations and through hands-on demonstrations in the computer lab.

Course Outline

1. Overview of Public Relations on the Internet

• The difference between using the Internet for PR versus traditional PR methods
• Reading on the Internet and why it is different on the Internet
• Writing on the Internet and why it is different on the Internet
• Staying on top of current Internet issues

2. Introduction to the Tools of Internet Public Relations

• Email and group lists
• Mailing lists and newsgroups
• Chat

3. Fundamentals of the World Wide Web from a Professional Communicator's Perspective

• The planning process
• Research and design
• Site management and options

4. Overview of Key Public Relations Functions on the Internet

• Implementing the research function
• Implementing customer research and focus groups
  

5. Crisis Communications

• Attack sites
• Rumors in newsgroups
• Rumors in e-mail

This course is based on Mr. Janal's seminar taught at the University of California at Berkeley as a two-day course.

This course can be offered in the following time segments: one hour, half day, full day, two day.

To schedule Dan Janal to speak at your next seminar, contact us at 952.380.1554 or via the Web at www.janal.com.