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.