Along with business—and the rest of the world—public relations has changed in the digital age.
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.
This is a book that I loved. I am a one woman show and I’m dealing with a lot on a plate. So I know this is a long time in coming and I apologize. The best thing I learned is to JUMP IN. Get in there and do. You will make mistakes. You will look like a fool at times. There is nothing you can do to avoid looking like a newbie when you are a newbie but understanding that and learning from it is something we can all do.
Other books show you how to do things in the “correct” way. But the world stage changes daily, so correct yesterday may not work in a week in a month or six months from now. We as business people need to watch how the world changes and as difficult as it is try it. If you fall you fall but you may not and going in to a new venture as if it where fun then you’ll be more productive. After all who doesn’t love to have fun.
So in my opinion this is not only a great read but a must own for anyone in PR or business period.