"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."@en
"With Web 2.0 dramatically changing how we communicate, succeeding in public relations today requires bringing your skills to a new level and applying them in a new way. This involves not only mastering blogs, podcasts, social networks, and the latest digital novelties, but leveraging all the available outlets for ideas, opinions, facts, debate, and attention -- online and off -- and integrating everything toward reinforcing your message. This book shows you how to combine the tools and techniques spawned by the Internet with traditional media -- and exploit them all to create consistently powerful campaigns. The book includes ways to create a Web presence with staying power and personal appeal, how to leverage a variety of electronic media -- while protecting your clients and your company from the perils of harmful attention, how to stay on top of what is being said online about everything that affects your business, how to look to your audience to determine which communication tools to choose and how to use them, and how to allocate resources and set a realistic budget for the right media mix -- and measure the results based on key goals."
""Along with business, and the rest of the world, public relations has changed in the digital age"--Resource description page."@en

The AMA handbook of public relations