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…mehr
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.
Robert L. Dilenschneider, founder and CEO of The Dilenschneider Group, is one of the world's foremost communication gurus and leadership coaches. He is the former president and chief executive officer of Hill and Knowlton, Inc., where he tripled revenues to nearly $200 million and delivered more than $30 million in profit. Dilenschneider is widely published, having authored eight seminal books on business theory, including the bestsellers Power and Influence and On Power. He has counseled major corporations and professional groups around the globe, and is frequently called upon by the media to provide commentary and strategic public relations insights on major news stories.
Inhaltsangabe
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
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
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