Search Books:

Join our mailing list:

Bookmark and Share

New Articles

The Mystery Murder Case of the Century
by Robert Tanenbaum

Which Brass Ring for You: Popularity or Success?
by JV Venable

Autistic Students: Are We Asking Them to Do Their Best While They Feel Their Worst?
by Janet Lintala

The Enemy Within
by Jason Riley

by Anna Godbersen

view more>>

Recent Placements

Renee Linnell
My Journey to Wholeness: How I Learned to Embrace My Flaws to Create a Joyful Life

Arlene Englander
Evening eating: Are you a “light” eater?

Randy Komisar
Straight Talk For Startups: Bite-Sized Wisdom From VCs Who Have Been There

Randy Komisar
Change This
Prepare for Your Lucky Break

Randy Komisar
Rules For Startups From VC Heavyweight Randy Komisar

view more>>

Bookmark and Share

The AMA Handbook of Public Relations
by Robert L. Dilenschneider

Published by AMACOM

 Read Reviews

Amazon.comBarnes & NobleIndieBound

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