Robert Dilenschneider: The AMA Handbook of Public Relations, Gebunden

Inhaltsangabe

Foreword By Maria Bartiromo
Introduction, Public Relations Opportunities, Threats and Strategies in the Digital Age
Section I: Prerequisites for Digital Communications

Chapter 1: Monitoring the Internet

Chapter 2: Internet Security

Chapter 3: Metrics: What's Being Measured and How

Chapter 4: Budget and Allocation of resources Chapter

5: Digital Sites and Processes (Using websites, blogs, webinars, podcasts and Facebook space)
Section II: Not Your Grandfather's PR Practice Areas

Chapter 6: Media Relations

Chapter 7: Trade Publications Chapter

8: Employee Communications Chapter

9: Crisis Communications

Chapter 10: Rumor Management

Chapter 11: Government Relations

Chapter 12: Tourism
Chapter 13: Investor Relations

Klappentext

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.