The AMA Handbook of Public Relations

The AMA Handbook of Public Relations

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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 Weba€™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: a€c Master media relations a€c Manage rumors and crises a€c Adapt areas of specialization to the Internet a€c Work with trade publications a€c Leverage websites, blogs, podcasts, and social networking sites a€c Monitor the Web for positive and negative feedback a€c Allocate resources and establish budgets a€c Measure the impact of Internet strategies a€c And more. Designed for daily use in a changed and changing world, The AMA Handbook of Public Relations covers everything todaya€™s PR professional needs to know.When I leave this office based over Grand Central Station and take the Metro North commuter train home to Darien, ... or schooling that they are behind the learning curve about how to use the Internet as an extension of themselves. ... If you do not adapt to what has taken place and what is yet to come, you will fall behind; and in a time of economic ... Many people are now using Kindle to read books and periodicalsa€”a change, a phenomenal change, from the way things used to be.

Title:The AMA Handbook of Public Relations
Publisher:AMACOM Div American Mgmt Assn - 2010-02-10


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