The proliferation of "new media" has made it tougher than ever to stand out from the cluttered communication landscape.Yet exposure via Web sites, e-zines, opt-in newsletters, newsgroups, and similar outlets can make or break a publicity campaign. For a message to be heard, publicists need to know what these new tools are, where they are, and how to influence the people who manage them, says veteran PR professional B. L. Ochman.Her book, "Plugged-In PR: Maximizing Your Message in Todaybs Wired World, enables readers to quickly update their skills by leveraging the Internet and maximizing the wide variety of outlets now available.Along the way, they will learn the techniques and tactics that work now, including how to: *Understand the needs and perspectives of the wired journalist, the neo-luddite hack, and the enthusiastic (but often influential) surfer. *Go where journalists get their information. *Avoid the biggest e-mail mistake. *Make the most of media coverage. *Attract and deal with site managers, content managers, e-zine and opt-in newsletter publishers, newsgroup moderators, and forum hosts. *Develop a media-friendly online pressroom. *Find essential marketing resources and helpful Internet links that can be used immediately.
Publicists who read "Plugged-In PR will know what the new media really wants, where the story angles are, and how to stand out in a crowded field. Those who donbt learn this, Ochman says, will fossilize themselves, preventing their clients from gaining critical media and public attention.