The Public Relations Handbook

Robert L. Dilenschneider

• Publisher: Matt Holt Books
• Year: 2022
• Topic: Business
• eBook ISBN:
  9781637740620
• Subtopic: Business General
• Index: Business

To be a successful public relations professional, it’s no longer enough to be great at writing press releases and establishing media contacts. You must also expertly navigate the digital world and be prepared to dovetail your skills with those of other professionals.

The Public Relations Handbook is a comprehensive and invaluable guide for public relations practitioners in the 2020s and beyond, covering the multitude of skills needed in the current environment, including:

 

Supporting a company’s marketing and sales

Leveraging social media

Managing government relations

Working with the media effectively

Communicating with the investment community

Supporting top management in the event of a crisis or scandal

Positively positioning the company’s commitment to environmental, social, and governance issues

 

The Public Relations Handbook has been an indispensable guide for public relations professionals since the first edition was published in 1967. This new fifth edition explains how to navigate a far more complex and constantly changing digital world while facing new challenges in financial, economic, political, public health, and societal issues. Editor Robert L. Dilenschneider is a communications executive who has called on leading practitioners in the field to address the specific skill sets, strategies, and execution that public relations practitioners need today.

 

The scope of public relations is always expanding. Today’s professionals must be prepared to deal with a wide variety of people, issues, and topics. The Public Relations Handbook will help all practitioners in the field advance their personal growth, success and careers.

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• Introduction: Why Public Relations Matters
• 1. Engaging the Community: Public Relations Is All About People
• 2. Gathering Information and Intelligence: How to Harness Intelligence for Your PR Advantage
• 3. Preparing Your Argument: The Medium Is Always the Message
• 4. Words That Work: The Role of Language and Polling in Public Relations and Policy
• 5. Preparing the Communications Program: A New Way to Approach a Vital Task
• 6. Government Relations: Setting a Public Policy Agenda
• 7. The “New” Investor Relations: Transformational Changes in a High-Profile Discipline
• 8. Working with the Media: They Are Not the Enemy, but Care Is Required
• 9. Social Media: Evolving Best Practices for PR Practitioners
• 10. Internal Communications: Enduring Themes Focusing on Company Priorities
• 11. Crisis Communications: Not If, but When
• 12. Communications for Private Families: The Fundamentals of Public Relations Apply Here, Too
• 13. Going Forward with China: A Guide to Success
• 14. Cracking the Code of Japan: Ancient and Modern Island Nation
• 15. Communicating in Canada: Welcome to Canada—Bienvenue au Canada
• 16. Public Relations in Higher Education
• 17. Communicating in Europe
• Acknowledgments
• Index
• About the Authors