Overview

By now, PR professionals are well aware that a host of new tools have been created to transform their profession, presenting new opportunities and challenges for anyone using PR to strengthen brands and stakeholder relationships. The New PR Toolkit takes PR to the next level, offering a complete blueprint for PR strategy and execution that draws on up-to-the-minute case studies and today's most creative public relations work. From opt-in newsletters to Internet-based brand monitoring tools, Webcasts to self-service press Web sites, this is the first book to show professional communicators how to make the most of all the new tools available to them. Deirdre Breakenridge and Thomas J. DeLoughry place the new PR tools in perspective, showing how to effectively integrate online and offline marketing, address privacy issues, and use the Net as a proactive crisis management tool. They conclude with a compelling preview of the future of PR, and a practical roadmap for becoming a strategic communicator.

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9786611084134

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