Additional Works by Robert L. Dilenschneider Power and Influence: The Rules Have Changed(2007) A Time for Heroes: Business Leaders, Politicians, and Other Notables Explore the Nature of Heroism(2005) The Corporate Communications Bible: Everything You Need to Know to Become a Public Relations Expert(2004) 50 Plus!: Critical Career Decisions for the Rest of Your Life (2004) The Critical 2nd Phase of Your Professional Life: Keys to Success for Age 40 and Beyond(2003) Moses, CEO: Lessons in Leadership(1999) The Critical 14 Years of Your Professional Life(1998) The Dartnell Public Relations Handbook(1998 & 1990) On Power (1994) A Briefing for Leaders: Communication as the Ultimate Exercise of Power (1992) Power and Influence: Mastering the Art of Persuasion(1991) American Management Association www.amanet.org This page intentionally left blank THE AMA HANDBOOK OF PUBLIC RELATIONS This page intentionally left blank THE AMA HANDBOOK OF PUBLIC RELATIONS ROBERT L. DILENSCHNEIDER Foreword by Maria Bartiromo AMERICAN MANAGEMENT ASSOCIATION New York •Atlanta•Brussels•Chicago•Mexico City •San Francisco Shanghai•Tokyo •Toronto •Washington, D.C. Bulk discounts available. For details visit: www.amacombooks.org/go/specialsales Or contact special sales: Phone: 800-250-5308 E-mail: [email protected] View all the AMACOM titles at: www.amacombooks.org This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Dilenschneider, Robert L. The AMA handbook of public relations / Robert L. Dilenschneider ; foreword by Maria Bartiromo. p. cm. Includes index. ISBN-13: 978-0-8144-1525-2 (hardcover) ISBN-10: 0-8144-1525-3 (hardcover) 1. Public relations. 2. Public relations—United States. I. Title. II. Title: Handbook of public relations. HD59.D558 2010 659.2—dc22 2009037755 © 2010 Robert L. Dilenschneider All rights reserved. Printed in the United States of America. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. About AMA American Management Association (www.amanet.org) is a world leader in talent development, advancing the skills of individuals to drive business success. Our mission is to support the goals of individuals and organizations through a complete range of products and services, including classroom and virtual seminars, webcasts, webinars, podcasts, conferences, corporate and government solutions, business books, and research. AMA’s approach to improving perfor- mance combines experiential learning—learning through doing—with opportuni- ties for ongoing professional growth at every step of one’s career journey. Printing number 10 9 8 7 6 5 4 3 2 1 ForJoan Avagliano,clearly responsible for my success and one who has taught me much about life. Joan knows better than most why this book is important. American Management Association www.amanet.org This page intentionally left blank C O N T E N T S Foreword by Maria Bartiromo, xi Acknowledgments, xiii Introduction, 1 SECTION ONE PREREQUISITES FOR DIGITAL COMMUNICATIONS 1 Websites, 11 2 Blogs and Microblogs, 23 3 Monitoring the Internet, 33 4 Measurement—Why, What, How, 43 5 Internet Risks and Security, 53 SECTION TWO REACHING OUT 6 Media Relations, 65 7 Trade Media, 79 8 Organizational Communications, 89 American Management Association www.amanet.org ix