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.