New PDF release: The AMA Handbook of Public Relations

By Robert L. Dilenschneider

ISBN-10: 0814415253

ISBN-13: 9780814415252

Public family used to be one of the first industries to harness the facility of the web. yet besides company and the remainder of the realm, PR has replaced within the electronic age. ''The AMA instruction manual of Public Relations'' is written to aid PR pros merge their conventional and Web-based campaigns right into a strong multi-faceted public picture computing device whereas keeping their consumers and themselves from detrimental awareness and cyber-sabotage. Readers will the best way to paintings with exchange and customer media, leverage expertise together with blogs, podcasts and social networking websites, visual display unit the internet, deal with rumors and crises and quantify on-line PR efforts and the implications they bring

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Extra info for The AMA Handbook of Public Relations

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So can new and old media. All should be put to work in a campaign seamlessly. ■ The message is king. Take the time to create the right message and to test it out. Get input through other digital sites. ■ Blogging and tweeting aren’t for everyone. Clients and prospects who aren’t good candidates for this approach should not be pushed to accept it. Experience shows that investing too much energy into converting the resistant violates the 80/20 rule; that is, the lion’s share of revenues comes from 20 percent of clients.

Org CHAPTER 2 Blogs and Microblogs This chapter explores how blogs and microblogs can be used in messaging. com, a hugely popular blog site, estimated that there were 133 million blogs in existence. But fewer than that are being actively updated and read because they require plenty of sweat equity, along with an understanding of this medium. In addition, TechCrunch has a hunch that blogging is being made less popular by the fast-growing platform provided by Twitter. Tweeting can transmit information and perspective.

Clients and prospects who aren’t good candidates for this approach should not be pushed to accept it. Experience shows that investing too much energy into converting the resistant violates the 80/20 rule; that is, the lion’s share of revenues comes from 20 percent of clients. org 31 This page intentionally left blank CHAPTER 3 MONITORING THE INTERNET “No matter how large an organization is, how many resources it deploys, it’s impossible to monitor everything on the Internet. org 33 34 SECTION ONE Prerequisites for Digital Communications WE LIVE IN A TECHNOLOGY- CONNECTED world that thrives on real-time information.

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The AMA Handbook of Public Relations by Robert L. Dilenschneider


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