The AMA Handbook of Public Relations [Hardcover]

Robert L. Dilenschneider (Author), Maria Bartiromo (Foreword)

Book Description

Publication Date: February 17, 2010

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.

Editorial Reviews

Review

"Author and communications expert Dilenschneider... offers a well-researched and thorough guide to the constantly evolving, ever expanding public relations industry, laying the groundwork for PR professionals to take advantage of 21st century communications innovations.... Readers just entering the work force and experts struggling with the digital age transition will put this manual to great use." --Publishers Weekly

Book Description

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.

See all Editorial Reviews

Product Details

• Reading level: Ages 18 and up
  
• Hardcover: 256 pages
• Publisher: AMACOM; 1 edition (February 17, 2010)
• Language: English
• ISBN-10: 0814415253
• ISBN-13: 978-0814415252
• Product Dimensions: 10.2 x 7.3 x 1 inches
• Shipping Weight: 1.5 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
• Amazon Best Sellers Rank: #120,568 in Books (See Top 100 in Books)
  • #73 in Books > Business & Investing > Marketing & Sales > Public Relations

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Customer Reviews

Most Helpful Customer Reviews

5 of 5 people found the following review helpful:

5.0 out of 5 stars Provides tactics for keeping up digitally and will help you become competent as a PR professional in the 21st century., February 28, 2010

By 

Jeff Lippincott "JLIPPIN" (Princeton, NJ USA) - See all my reviews
(TOP 1000 REVIEWER)    (VINE VOICE)    (REAL NAME)   

This review is from: The AMA Handbook of Public Relations (Hardcover)

I loved it. Impressive. I won't say it is a "detailed" handbook to use to actually become expert at PR in the 21st century. But it is a wonderful book that covers the following:

>>New media [Web sites, blogs, & mircoblogs]
>>Old media [Newspapers, magazines, etc.]
>>Public speaking
>>Market research
>>Tactics for keeping up digitally

I'm not sure why "market research" was included. But then the book is sponsored by the AMA. I found the text to be well written and outlined. It is comprised of four parts that are broken into 19 chapters and three appendices. I urge you to examine the Search Inside feature Amazon provides for this book so you can see the 19 chapter titles.

Back in May, 2009 I read and reviewed Putting the Public Back in Public Relations: How Social Media Is Reinventing the Aging Business of PR. In that review I commented that there should have been a chapter on Investor Relations. Well, the instant book has one. See Chapter 13 and the related chapter on The Annual Report (14). I like both books. And I think they compliment one another. I highly recommend any public relations professional who wants to be competent in their field and make things happen today read both as companion books. 5 stars!

2 of 3 people found the following review helpful:

5.0 out of 5 stars Review I came across Online..., May 2, 2010

By 

Laxmom981 - See all my reviews

This review is from: The AMA Handbook of Public Relations (Hardcover)

Check out this review that I just came across online...

[...]

Saturday, May 1, 2010
Bookviews - May 2010
By Alan Caruba

My Picks of the Month

...

Getting Down to Business (Books)

Given that I have earned my living as a public relations counselor for some fifty years, I can be forgiven for taking a special interest in Robert L. Dilenschneider's new book, The AMA Handbook of Public Relations ($35.00, Amacom). The acronym, AMA, stands for the American Management Association and, since I have also been a book reviewer for the same amount of time, I can assure you that the Association publishes some of the best business books in any given year. Dilenschneider's is no exception. PR folk took to the Internet swiftly, realizing its potential to shape public opinion on goods, services, and issues. They learned, however, it can have its pitfalls as well. The Handbook is an excellent guide to combining traditional PR with the capabilities of the Internet while protecting one's client or company from harmful attention online and off. The Handbook spans key topics from the nuts-and-bolts of good versus bad PR to practical advice on speechwriting, making presentations, penning op-ed pieces, and conducting market research.

...That's it for May! Do tell your book-loving friends about Bookviews because word of mouth is our best way of reaching out to the many people who might not otherwise hear about books that deserve a wide audience. And come back in June when we shall share news of a host of new books!