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The AMA Handbook of Public Relations

The AMA Handbook of Public Relations

Author: Robert L. Dilenschneider
Publisher: Amacom
ISBN: 9780814415252
Published In: February 2010
Format: Hardback , 256 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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Along with business—and the rest of the world—public relations has changed in the digital age.

Foreword by Maria Bartiromo

Public relations was among the first industries to harness the power of the Internet. As a medium for corporate communications, branding, product information, and more, the Web’s value was readily apparent. But the Internet is a double-edged sword whose perils are every bit as important to control.

The AMA Handbook of Public Relations is written to help professionals merge their traditional and Web-based campaigns while protecting their clients, companies, and themselves against harmful attention. Based on in-depth interviews and cutting-edge research, the book combines proven PR strategies with up-to-the-minute Web savvy to help readers:

• Master media relations

• Manage rumors and crises

• Adapt areas of specialization to the Internet

• Work with trade publications

• Leverage websites, blogs, podcasts, and social networking sites

• Monitor the Web for positive and negative feedback

• Allocate resources and establish budgets

• Measure the impact of Internet strategies

• And more.

Designed for daily use in a changed and changing world, The AMA Handbook of Public Relations covers everything today’s PR professional needs to know.

CONTENTS

Foreword 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

ROBERT L. DILENSCHNEIDER (New York, NY) is the founder and principal of The Dilenschneider Group, a public relations and communications consulting firm. He is the former president and chief executive officer of Hill and Knowlton, Inc. and the author of many books including Power and Influence.