The AMA Handbook of Public Relations
Leveraging PR in the Digital World
(Sprache: Englisch)
Public relations professionals are struggling to protect clients, companies, and themselves against harmful attention in the fast-paced, highly visible digital age. This strategic guide explains how to merge traditional and online PR campaigns to manage and enhance public profiles.
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Public relations professionals are struggling to protect clients, companies, and themselves against harmful attention in the fast-paced, highly visible digital age. This strategic guide explains how to merge traditional and online PR campaigns to manage and enhance public profiles.
Klappentext zu „The AMA Handbook of Public Relations “
The AMA Handbook of Public Relations combines proven PR strategies with best practices for web-based campaigns--including leveraging websites, blogs, podcasts, and social networking sites--to help public relations professionals succeed in the ever-changing, dynamic age of digital communication. PR icon Robert Dilenschnelder provides readers with up-to-the-minute web-savvy tips and tools to teach them how to master media relations, manage rumors and crises, adapt areas of specialization to the internet, work with trade publications, monitor the web for positive and negative feedback, allocate resources and establish budgets, and measure the impact of web-based strategies.As a medium for corporate communications, branding, product information, and more, the web offers immense value for PR--but it can also be a double-edged sword. Designed for daily use in a changed and changing world, The AMA Handbook of Public Relations covers everything you need to know to craft and execute successful PR campaigns and help others and yourself maintain a favorable public image that generates new business.
Inhaltsverzeichnis zu „The AMA Handbook of Public Relations “
CONTENTSForeword by Maria Bartiromo, xi
Acknowledgments, xiii
Introduction, 1
SECTION ONE
PREREQUISITES FOR DIGITAL COMMUNICATIONS
1 Websites, 11
2 Blogs and Microblogs, 23
3 Monitoring the Internet, 33
4 Measurement-Why, What, How, 43
5 Internet Risks and Security, 53
SECTION TWO
REACHING OUT
6 Media Relations, 65
7 Trade Media, 79
8 Organizational Communications, 89
9 Rumor Management, 101
10 Crisis Communications, 111
SECTION THREE
THE BROADER PR SPECTRUM
11 Government Relations, 123
12 Travel and Tourism, 135
13 Investor Relations, 143
14 The Annual Report, 157
SECTION FOUR
MAKING IT HAPPEN
15 Speeches as Unique Signatures, 167
16 Composing Presentations, 177
17 Talk-Formal or Familiar, 187
18 Bylined Material-In All Media, 201
19 Market Research, 211
Afterword by Marshall Loeb, 221
Appendix: Tactics for Keeping Up Digitally, 223
Noteworthy Resources, 225
Index, 227
About the Author, 239
Bibliographische Angaben
- Autor: Robert L. Dilenschneider
- 2010, SPE., 256 Seiten, Maße: 18,6 x 26 cm, Gebunden, Englisch
- Verlag: McGraw-Hill Professional
- ISBN-10: 0814415253
- ISBN-13: 9780814415252
Sprache:
Englisch
Rezension zu „The AMA Handbook of Public Relations “
"Author and communications expert Dilenschneider... offers a well-researched and thorough guide to the constantly evolving, ever expanding public relations industry, laying the groundwork for PR professionals to take advantage of 21st century communications innovations.... Readers just entering the work force and experts struggling with the digital age transition will put this manual to great use." --"Publishers Weekly"
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