The AMA Handbook of Public Relations

Leveraging PR in the Digital World
Erscheinungsjahr 2010
ISBN: 978-0-8144-1525-2
Verlag: Amacom

Buch, Englisch, 256 Seiten, Format (B × H): 187 mm x 262 mm, Gewicht: 669 g

Public relations was among the first industries to harness the power of the Internet. But along with business and the rest of the world, PR has changed in the digital age. The AMA Handbook of Public Relations is written to help PR professionals merge their traditional and Web-based campaigns into a powerful multi-faceted public image machine while protecting their clients and themselves from negative attention and cyber-sabotage. Readers will learn how to work with trade and consumer media, leverage technology including blogs, podcasts and social networking sites, monitor the Web, manage rumors and crises and quantify online PR efforts and the results they create.

Autoren/Hrsg.

Dilenschneider, Robert

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Public Relations
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Kommunikationswissenschaften Kommunikationsmanagement, Public Relations

Inhaltsverzeichnis

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

Über Autor(innen)

Dilenschneider, Robert
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.

Robert L. Dilenschneider 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.