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The AMA Handbook of Public Relations
by Robert L. Dilenschneider

Published by AMACOM

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With Web 2.0 dramatically changing how we communicate, succeeding in PR today requires bringing your skills to a new level and applying them in a new way. This involves not only mastering blogs, podcasts, social networks, and the latest digital novelties, but leveraging all the available outlets for ideas, opinions, facts, debate, and attention -- online and off -- and integrating everything toward reinforcing your message.

In The AMA Handbook of Public Relations, PR icon Robert L. Dilenschneider shows you how to combine the tools and techniques spawned by the Internet with traditional media -- and exploit them all to create consistently powerful campaigns. With case studies, expert advice, and practical action steps to make honing your skills easy, you'll know how to:

  • Create a Web presence with staying power and personal appeal
  • Leverage a variety of electronic media -- while protecting your clients and your company from the perils of harmful attention
  • Stay on top of what is being said online about everything that affects your business
  • Look to your audience for determining which communication tools to choose and how to use them
  • Allocate resources and set a realistic budget for the right media mix -- and measure the results based on key goals

The AMA Handbook of Public Relations is an indispensable guide for today's savvy PR professional.

pub date: 2010-02-17 | Hardcover | 9780814415252