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Cover for The AMA Handbook of Public Relations

The AMA Handbook of Public Relations

Leveraging PR in the Digital World

Robert Dilenschneider


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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.

Amacom, 9780814415252, 256pp.

Publication Date: February 17, 2010

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.