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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.

ROBERT L. DILENSCHNEIDER (New York, NY) is the founder and principal of The Dilenschneider Group, a public relations and communications consulting firm. He is the former president and chief executive officer of Hill and Knowlton, Inc. and

the author of many books including Power and Influence.

Foreword	p. xi
Acknowledgments	p. xiii
Introduction	p. 1
Prerequisites For Digital Communications
Websites	p. 11
Blogs and Microblogs	p. 23
Monitoring the Internet	p. 33
Measurement-Why, What, How	p. 43
Internet Risks and Security	p. 53
Reaching Out
Media Relations	p. 65
Trade Media	p. 79
Organizational Communications	p. 89
Rumor Management	p. 101
Crisis Communications	p. 111
The Broader Pr Spectrum
Government Relations	p. 123
Travel and Tourism	p. 135
Investor Relations	p. 143
The Annual Report	p. 157
Making it Happen
Speeches as Unique Signatures	p. 167
Composing Presentations	p. 177
Talk-Formal or Familiar	p. 187
Bylined Material-In All Media	p. 201
Market Research	p. 211
Afterword	p. 221
Appendix: Tactics for Keeping Up Digitally	p. 223
Noteworthy Resources	p. 225
Index	p. 227
About the Author	p. 239
Table of Contents provided by Ingram. All Rights Reserved.

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<html><head></head><body>INTRODUCTION “The old paradigms were breaking down faster than the new ones emerging, producing panic among those most invested in the status quo.” —MIT media professor HENRY JENKINS in Convergence Culture: When Old and New Media Collide (New York University Press, 2006) SUCCESS IN PUBLIC RELATIONS depends on the ability to communicate— to put your ideas and thoughts across to others, to make them listen, to get them to act. And communication now depends on technology that is changing every day. Public relations was one of the first industries to recognize and harness the power of the Internet. The Web was a natural venue for corporate communications, establishing brands, spreading product information, and much more. PR professionals with vision and imagination jumped on board as soon as they recognized the unparalleled possibilities. But the Internet can also be filled with unexpected dangers and quick-strike ambushes for those who aren’t properly prepared. The AMA Handbook of Public Relations has been written to help you combine traditional media and Web-based campaigns in successfully getting your message out, while at the same time protecting your clients, your company, and yourself against harmful cyberattacks. Here I am sitting in my office in Manhattan. But I could be sitting in an office just like this one in Algiers, London, Oslo, Beijing, Buenos Aires, Mexico City, Paris, or Calcutta. The reality of technology is the same around the globe. We in business are trying to figure out how to be successful in a very different century. The key to this is finding out how to exploit the power of the Internet. We know it’s there. After all, when Google Inc. speaks, the world listens. Insurance companies, Wall Street, retailers, universities, and industrial companies around the globe know this and are struggling with what to do. This handbook is about how you can gain advantage and bring your skills to a new level and in a new way that will enable you to communicate your message even more effectively in a digital age. Yet the Internet can be a double-edged sword. You may have been blindsided already by the digital guerilla attacks cyberspace makes possible on reputations, products, and services—and ultimately profits. Three renegades on Twitter.com caused Johnson & Johnson to discontinue its Motrin commercial and issue a mea culpa. The national pizza chain Domino’s was victimized by two prankster employees who posted a clip on YouTube of a third employee doing gross things with the food he was preparing. In no time the offensive clip went viral, attracting millions of viewers. Today is very different from those confident days when public relations agencies executed proven formulas to promote our messages, manage rumors, enhance brands, or support clients during litigation. Every day I get a call from a CEO who asks about something that has happened online and what to do about it. The public relations practitioner must always keep in mind that the Internet— where information travels at warp speed—can be a source of PR nightmares. On the other hand, the Internet also has helped many people and organizations succeed beyond their wildest dreams. Consider how Senator Barack Obama used technology to reach the White House. Obama is the first president to have weekly Internet chats with the people. Life has changed. CEOs now use the Web to reach managers. Many CEOs are starting to blog. Think about how big corporations are using tech to advance their interests, and how technolo- gy has leveled the playing field so that success is not based on who you know, where you’re from, or what school you attended, but on what you know about using the new tools available to you. When I leave this office based over Grand Central Station and take the Metro North commuter train home to Darien, Connecticut, I encounter another aspect of this new reality. Darien, like much of the New York Metro area, still enjoys affluence, but now has a different tone—it has become a community with many unemployed financial markets experts, C-suite executives, and recent graduates from college and professional schools. The jobs they lost, and the ones they were educated for, no longer exist. To make a living again, they have to reinvent themselves using the Internet and then present their new selves in digital ways. For the lion’s share that is a paradigm shift. Most businesspeople are so preoccupied with their careers or schooling that they are behind the learning curve about how to use the Internet as an extension of themselves. That has to change if they are to be successful. Your world is very different today than it was five years ago, and it will change even more in the next few years. That is what this book is about—helping you to adjust to a new world and to position yourself for what is ahead. If you do not adapt to what has taken place and what is yet to come, you will fall behind; and in a time of economic challenge, that is simply unacceptable. Adapting may be hard, especially if you’ve been doing things the same way for years, but you must do it to survive and prosper. Many people over forty are still not completely comfortable with technology. People under forty learned how to use technology early on, but they aren’t always adept at using it for business purposes. Moving to new, or digital, media isn’t just a case of transplanting old media. It also involves a new vocabulary, altered interaction with an audience that can now literally talk back, and different standards about objectivity, relevance, and timeliness. Indeed, for many it has become easier to watch television on the Internet than on an actual television. Today, nearly everyone e-mails. Many people are now using Kindle to read books and periodicals—a change, a phenomenal change, from the way things used to be. Defenders of traditional, print-based old media criticize the Internet for what they see as its shallow, unedited, anything goes, copycat coverage of events. But they also acknowledge that the Web has opened the door to unprecedented public participation in nearly every area of life while providing an audience reach far beyond the capabilities of most of the analog world. This handbook will let you know what I have told many about how the tools and techniques of the Internet combined with conventional understanding of communications have made a major difference in lives and careers. It will also tell you how you can master this new world. One more thing: There is no denying that those who seemed to have an intuitive grasp of this new medium and have invested in picking up operational know-how on the Web are prospering even in these uncertain economic times. Like John F. Kennedy, Bill Paley, Ronald Reagan, and Procter & Gamble, all of whom understood the new medium of TV and how it differed from radio, Barack Obama recognized the power of the Internet to reach vast numbers of voters and raise money in unprecedented amounts. It’s a whole new world. </body></html>

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The AMA Handbook of Public Relations

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