The AMA Handbook of Public Relations

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.