The AMA Handbook of Public Relations
商品資訊
ISBN13：9780814415252
出版社：Mcgraw-Hill; Inc.
作者：DILENSCHNEIDER
出版日：2010/02/01
裝訂：平裝
規格：25.4cm*18.4cm*2.5cm (高/寬/厚)
商品簡介
- Perfect for in-house PR departments and independent firms alike
- Helps PR professionals and their clients create realistic budgets, allocate resources and measure the financial impact of their online and traditional campaigns
- The author's consulting firm boasts a blue-ribbon clientele of Fortune 500 and other noteworthy companies
- Includes information on protecting against negative 'viral' publicity - a big problem these days and one that can crush a company almost instantly
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.
作者簡介
目次
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
Chapter 14: The Annual Report
Chapter 15: Speeches
Chapter 16: Presentations
Chapter 17: Presentation Coaching
Chapter 18: Bylined Articles, Op-eds, Testimony, Letters-to-the-Editor, Blog Comments and Books
Chapter 19: Counseling Leadership
Conclusion By Marshall Loeb
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