The AMA Handbook of Public Relations

The AMA Handbook of Public Relations

The AMA Handbook of Public Relations

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.


When I was a rookie television reporter covering the business beat, my time on air was almost always short. Back then, business news was considered hopelessly boring, and the stations covered it with a grudging sense of duty. The only instructions directors often gave me was: “Just tell us how the Dow Jones did and get off.”

How the world has changed! The news cycle is 24/7, and people get their information from a dazzling variety of sources. As for business coverage, it's major news, and “how the Dow Jones did” is often the lead story. This was true even when the U.S. economy was healthy and unemployment low. With the nation and most of the rest of the world in the grip of a severe recession, the fate of markets, the fortunes of banks, and the decisions of CEOs are the subject of wall-to-wall coverage.

In this supercharged environment, knowing how to communicate effectively has become crucially important—more so than ever before. To get ahead, and stay ahead, you must know how to get your message out into the highly competitive marketplace of ideas. You must do it in ways that are clear and consistent. And you must capture and hold the attention of people who are in danger of being swamped by information overload. To achieve all these aims, you need to master an array of communication technologies, both those already in use and new technologies that keep coming on line at an astonishing pace.

Information moves around the world instantly now, and people are shrewder about consuming it. Smart communicators shape their messages to reflect these facts, knowing that openness, directness, and transparency are the qualities that earn respect and build trust.

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