The AMA handbook of public relations 1st Edition by Robert Dilenschneider ISBN 978-0814415252 0814415253
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Product details:
ISBN 10: 0814415253
ISBN 13: 978-0814415252
Author: Robert L. Dilenschneider
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.
Table of contents:
SECTION ONE: PREREQUIS FOR DIGITAL COMMUNICATIONS
SECTION ONE Introduction
CHAPTER 1 WEBSITES
CHAPTER 2 BLOGS AND MICROBLOGS
CHAPTER 3 MONITORING THE INTERNET
CHAPTER 4 MEASUREMENT—WHY, WHAT, HOW
CHAPTER 5 INTERNET RISKS AND SECURITY
SECTION TWO: REACHING OUT
SECTION TWO Introduction
CHAPTER 6 MEDIA RELATIONS
CHAPTER 7 TRADE MEDIA
CHAPTER 8 ORGANIZATIONAL COMMUNICATIONS
CHAPTER 9 RUMOR MANAGEMENT
CHAPTER 10 CRISIS COMMUNICATIONS
SECTION THREE: THE BROADER PR SPECTRUM
CHAPTER 11 GOVERNMENT RELATIONS
CHAPTER 12 TRAVEL AND TOURISM
CHAPTER 13 INVESTOR RELATIONS
CHAPTER 14 THE ANNUAL REPORT
SECTION FOUR: MAKING IT HAPPEN
CHAPTER 15 SPEECHES AS UNIQUE SIGNATURES
CHAPTER 16 COMPOSING PRESENTATIONS
CHAPTER 17 TALK—FORMAL OR FAMILIAR
CHAPTER 18 BYLINED MATERIAL—IN ALL MEDIA
CHAPTER 19 MARKET RESEARCH
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Tags: Robert Dilenschneider, The AMA, public relations