• The AMA handbook of public relations

• PengarangDilenschneider, Robert L.
• TerbitanNew York : AMACOM, 2010
• ISBN978-0814415252
• Nomor Panggil659.2 DIL a
• BahasaEnglish
• SubyekBUSINESS AND ECONOMICS; PUBLIC RELATION

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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.