Overview
Along with business—and the rest of the world—public
relations has changed in the digital age.
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.
About the Author
ROBERT L. DILENSCHNEIDER (New York, NY) 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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