New Public Relations Handbook

Author: Deirdre Breen
Publisher:
Publish Date: 2003-11-01
Features: From registered news emails to internet-based brand monitoring, from webcasting to self-created online press rooms, professional communicators now have an extraordinary wealth of tools. In this book, you will learn exactly how to use these current and future tools—and avoid the serious mistakes others have made. This book addresses the important questions you need to face when revising your plans: Which technology is effective? When is it effective? Which has proven ineffective? How do you integrate online tools into your existing communication plans? This book showcases the engaging present and future of public relations—and guides you to become a masterful communicator. The new strategic role for professional communicators: adding significant value to top organizational management. Understand the audience of the 21st century: personalized, commercialized, and rewarding—your shareholders now want to benefit from the results. Next-generation brand promotion technology; leveraging the power of the internet to protect and strengthen your brand. Use email and electronic newsletters wisely; how to build relationships with important 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: Don't infringe on the closely guarded privacy of your audience while achieving your goals.