| Introduction |
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| 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. |
| Author Biography |
| Table of Contents |
Foreword By Maria Bartiromo 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 |
