This document discusses how to maximize a message on the web through an effective e-campaign. It outlines 8 steps to build an online campaign: 1) Define clear and measurable goals, 2) Assess the online landscape, 3) Build a focused message, 4) Know communication options like websites and blogs, 5) Create a strategic plan, 6) Build a campaign team, 7) Measure results, and 8) Remain flexible. It emphasizes being candid, transparent, and interactive online to engage audiences and counter any opposition. The presentation provides tips on leveraging different online tools and cautions against underestimating opponents' online impact.