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The AMA Handbook of Public Relations

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The AMA Handbook of Public Relations, 9780814415252 (0814415253), AMACOM, 2010

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.

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