The AMA Handbook of Public Relations (Google eBook)

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AMACOM Div American Mgmt Assn, Feb 10, 2010 - Business & Economics - 256 pages
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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.
  

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Contents

Introduction
1
PREREQUISITES FOR DIGITAL COMMUNICATIONS
9
REACHING OUT
63
THE BROADER PR SPECTRUM
121
MAKING IT HAPPEN
165
Afterword
221
Tactics for Keeping Up Digitally
223
Noteworthy Resources
225
Index
227
About the Author
239
Copyright

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About the author (2010)

ROBERT L. DILENSCHNEIDER 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.

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