The AMA Handbook of Public Relations (Hardcover)

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

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

Product Description

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.

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Product Details

• Hardcover: 256 pages
• Publisher: AMACOM (February 17, 2010)
• Language: English
• ISBN-10: 0814415253
• ISBN-13: 978-0814415252
• Product Dimensions: 10.1 x 7.2 x 1.1 inches
• Shipping Weight: 1.5 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
• Amazon.com Sales Rank: #328,102 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

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 "www.Jlippin.com" (Princeton, NJ USA) - See all my reviews (TOP 500 REVIEWER)    (REAL NAME)    (VINE VOICE)

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!