The AMA Handbook of Public Relations

Robert L. Dilenschneider

AMACOM,  February 2010

Amazon Barnes & Noble Books-A-Million IndieBound

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