راهنمای AMA برای روابط عمومی: بهره‌برداری از روابط عمومی در دنیای دیجیتال

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 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. With Web 2.0 dramatically changing how we communicate, succeeding in public relations today requires bringing your skills to a new level and applying them in a new way. This involves not only mastering blogs, podcasts, social networks, and the latest digital novelties, but leveraging all the available outlets for ideas, opinions, facts, debate, and attention -- online and off -- and integrating everything toward reinforcing your message. This book shows you how to combine the tools and techniques spawned by the Internet with traditional media -- and exploit them all to create consistently powerful campaigns. The book includes ways to create a Web presence with staying power and personal appeal, how to leverage a variety of electronic media -- while protecting your clients and your company from the perils of harmful attention, how to stay on top of what is being said online about everything that affects your business, how to look to your audience to determine which communication tools to choose and how to use them, and how to allocate resources and set a realistic budget for the right media mix -- and measure the results based on key goals The AMA Handbook of Public Relations combines proven PR strategies with best practices for web-based campaigns--including leveraging websites, blogs, podcasts, and social networking sites--to help public relations professionals succeed in the ever-changing, dynamic age of digital communication. PR icon Robert Dilenschnelder provides readers with up-to-the-minute web-savvy tips and tools to teach them how to master media relations, manage rumors and crises, adapt areas of specialization to the internet, work with trade publications, monitor the web for positive and negative feedback, allocate resources and establish budgets, and measure the impact of web-based strategies.As a medium for corporate communications, branding, product information, and more, the web offers immense value for PR--but it can also be a double-edged sword. Designed for daily use in a changed and changing world, The AMA Handbook of Public Relations covers everything you need to know to craft and execute successful PR campaigns and help others and yourself maintain a favorable public image that generates new business. Prerequisites for digital communications. Websites ; Blogs and microblogs ; Monitoring the Internet ; Measurement : why, what, how ; Internet risks and security Reaching out. Media relations ; Trade media ; Organizational communications ; Rumor management ; Crisis communications The broader PR spectrum. Government relations ; Travel and tourism ; Investor relations ; The annual report Making it happen. Speeches as unique signatures ; Composing presentations ; Talk : formal or familiar ; Bylined material : in all media ; Market research Appendix. Tactics for keeping up digitally.