AMACOM, February 2010
With Web 2.0 dramatically changing how we communicate, succeeding in PR today requires bringing your skills to a new level and applying them in a new way. This involves not only mastering blogs, podcasts, social networks, and the latest digital novelties, but leveraging all the available outlets for ideas, opinions, facts, debate, and attention -- online and off -- and integrating everything toward reinforcing your message.
In The AMA Handbook of Public Relations, PR icon Robert L. Dilenschneider shows you how to combine the tools and techniques spawned by the Internet with traditional media -- and exploit them all to create consistently powerful campaigns. With case studies, expert advice, and practical action steps to make honing your skills easy, you'll know how to:
- Create a Web presence with staying power and personal appeal
- Leverage a variety of electronic media -- while protecting your clients and your company from the perils of harmful attention
- Stay on top of what is being said online about everything that affects your business
- Look to your audience for determining which communication tools to choose and how to use them
- Allocate resources and set a realistic budget for the right media mix -- and measure the results based on key goals
The AMA Handbook of Public Relations is an indispensable guide for today's savvy PR professional.
Hardcover | ISBN: 9780814415252 | Publication Date: February 2010
"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
"Bob Dilenschneider has achieved something rare -- written a
highly readable, eye-opening account about how public relations is
changing. This book not only focuses on the art and science of
persuasion, it explores how to integrate technologies old and new,
and how to use them most effectively. Dilenschneider's insights
have helped companies and individuals rise to prominence, navigate
crises, and even stop cyberattacks. This book should be on the
desks of all public relations professionals -- and by their beds."
-- Joel Kurtzman, Senior Fellow, Milken Institute
"This book is an absolute essential . . . It is written with
great clarity and conciseness and is full of suggestions on how we
can all improve our communication skills."
-- Dr. Henry Kaufman, President, Henry Kaufman & Company, Inc.
"The AMA Handbook of Public Relations is a clear,
comprehensive, structured, and concise tool on how to manage each
and every facet of public relations in an increasingly complex
world that not only expects, but demands instant response."
-- Jan-Patrick Schmitz, President and CEO, Montblanc North America, LLC