Effective PR on the Internet

Released in early February, Connecting Online: Creating a Successful Image on the Internet by Emily Avila and Greg Sherwin, was written primarily for public relations practitioners who want to apply their strategies and tactics to the Internet. In reality, this book is a tremendous resource for anyone -- from PR neophyte to experienced Web developer -- who wants to learn how to plan, budget, and establish a positive Internet presence. The book covers a wide range of issues, from myths about the Internet and public relations basics to proven Internet PR techniques, real-life examples, tips, innovative ideas, and tools to help develop, market, maintain, and renew a Web site. The language is friendly, straightforward, and inviting.

Emily Avila is a public information representative for the UC Davis Health System. She is responsible for television production (including the medical show PULSE) and media/news service. She also works with designers, programmers, and system administrators on Web site development and management for the entire Health System (http://www.ucdmc.ucdavis.edu).

"Technology is a part of everyday life for me," Avila says. She uses tools such as email, online services, and public relations electronic mailing lists to learn from other communications professionals and to keep on top of trends in the business.

The idea for the book came in spring 1996 when Avila and Sherwin, a senior software engineer at CNET: The Computer Network, were developing the curriculum and materials for a University Extension course on communicating on the Internet. "There wasn't too much information about PR as it relates to the Internet when we started," she says.

The Internet became an indispensable tool for both writers. Avila used email extensively to conduct interviews, meet up with people, collaborate on drafts with Sherwin (who lives in San Francisco), and stay in touch with the publisher in Oregon. "We took up a lot of bandwidth, " she recalls.

The authors have set up a Web site (http://www.connectingonline.com) to complement the book with updates about public relations on the Internet, a forum for professionals to discuss issues, and a collection of over 800 helpful bookmarks. They promise to keep the site updated as an evolving example of the techniques they endorse. The site itself is worth studying as an example of how powerful online public relations can be.

Avila's talents and expertise did not go unnoticed at UC Davis. She has been approached by many departments for help developing their Web sites. "Have a plan before you start on your site," she advises, commenting on the frenzy surrounding Web development. "Design your site for your viewer, rather than to stroke internal egos," she says. Practical advice abounds in the book, from how to assess the market to how to define goals, identify an audience, develop interactive press kits, and create a production schedule.

When asked about UCD's Web presence, Avila notes: "I would suggest that we work hard to maintain a sense of 'community' among our sites. It's disappointing to see some Web sites that don't look anything like UC Davis."

Connecting Online is available at major bookstores and through online booksellers such as amazon.com (http://www.amazon.com) and Barnes and Noble (http://www.barnesandnoble.com).