New Public Relations Handbook: Successful Media Relations Strategies: Successful Media Relations Strategies

Author: Deirdre Brackenridge
Publisher:
Publish Date: 2003-11-01
Features: This book addresses the key questions you need to face when revising your plans: Which techniques are effective? When are they effective? Which have been proven ineffective? How do you integrate online tools into your existing communication plans? This book showcases the compelling present and future of public relations—and guides you to become a masterful communicator. From registration-based press releases to internet-based brand monitoring, from webinars to self-created online press rooms, professional communicators now have an extraordinary wealth of tools at their disposal. In this book, you will learn exactly how to use these current and future tools—while avoiding the serious mistakes others have made. This book addresses the key questions you need to face when revising your plans: Which techniques are effective? When are they effective? Which have been proven ineffective? How do you integrate online tools into your existing communication plans? This book showcases the compelling present and future of public relations—and guides you to become a masterful communicator. The new strategic role of professional communicators: adding immense value to top organizational management. Understanding 21st-century audiences: personalized, commercialized—results and rewards are what your shareholders now want to achieve. Next-generation brand promotion techniques; leveraging the power of the internet to protect and strengthen your brand. Use email and electronic newsletters wisely; how to build relationships with key journalists—not hinder them. The internet is your primary crisis management tool—how to resolve crises—and practical online strategies to avoid them. Avoid privacy pitfalls: Achieve your goals without violating the closely guarded privacy of your audience.