Getting @ttention. Leading-Edge Lessons for Publicity and by Susan Y. Kohl, APR (Auth.)

By Susan Y. Kohl, APR (Auth.)

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With the capabilities of streaming media, we are seeing a dramatic increase in both the amount and quality of creative content produced exclusively for the Web. RealNetworks' RealSystem software is used to deliver content on more than 85% of all streaming media-enabled Web pages. Every week, more than 145,000 hours of live sports, music, news, and entertainment are broadcast over EFFECTIVE MARKETING ON THE WEB the Internet using ReaISystem technology. Hundreds of thousands of hours of content are also available on-demand.

For most people, their efforts are lost not on the information highway, but in an information parking lot-a voice- or e-mailbox. Even worse, their pitches may wind up "sight unseen" and victims of the dreaded "delete" button. Susan MacTavich-Best is, in my humble opinion, one of the masters of this e-mail pitching game. For her, e-mail is a powerful tool. Susan began her career in a high-tech public relations firm in California's Silicon Valley but quickly chose to forgo the security (and in-house politics) of the agency to become an independent contractor.

Some people called it just another hyped technology, like Push in 1997, but many felt confident that portals were here to stay. A portal is basically a website that serves as a window to the rest of the World Wide Web. Its purpose is to guide Web surfers to just about anything they want to find online and provide as many services as possible in one place, such as free e-mail accounts, stock listings, and personalized news. It can be a computer user's one-stop destination for news and information once connected to the Internet.

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