Overview
"From opt-in newsletters to Internet-based brand monitoring, from Webcasts to self-serve online pressrooms, professional communicators have an extraordinary range of new tools available to them. In The New PR Toolkit, you'll learn exactly how to make the most of these next-generation tools-while avoiding costly mistakes made by others. Deirdre Breakenridge and Thomas J. DeLoughry review every new communications and marketing tool, answering the crucial questions you face in crafting your own programs: Which techniques work, and when do they work best? Which are proving ineffective? How do you integrate new online tools into your existing communications programs? Drawing on today's most exciting and important PR work, The New PR Toolkit offers a compelling preview of the future of public relations-and a practical roadmap for becoming a strategic communicator, no matter who you're working with, or what challenges you're up against. * Understanding your 21st century audience Personalization, customization, results, and rewards: what your stakeholders want now* Next-generation brand communications techniques Using the power of the Internet to defend and strengthen your brand* The intelligent use of e-mail and e-newslettersHow to build relationships with important journalists-not sabotage them* The Net as your #1 crisis management toolPractical online strategies for defusing crises-and avoiding them* Avoiding the privacy minefieldAchieving your goals without compromising your audience's jealously guarded privacy* The new strategic role of the professional communicatorAdding powerful value at the top levels of your organizationTake your PR program to the next level!* Making the most of today's next-generation PR tools*What works-and when it works*New proactive responses to client and brand goals, the media, the experts, and the public *Effective use of e-mail, online newsletters, Web monitoring tools, and more*The Internet: your #1 crisis management resource*Increasing the strategic value of communications throughout your organization The New PR Toolkit is the first PR guide to deliver proven strategies and tactics for integrating today's most powerful new online tools into a high-impact program for strengthening any brand and every stakeholder relationship. Reflecting the experiences, successes, and failures of the Internet revolution, Deirdre Breakenridge and Thomas J. DeLoughry present a next-generation blueprint for communications strategy and execution. They draw upon today's most important and creative PR campaigns to offer realistic assessments of every new tool and technique, from ""viral"" strategies to online chat. Whether you're a PR pro, marketing or brand manager, executive, or entrepreneur, effective communication is more crucial to your success than ever before. The last few years have changed the rules and raised the bar. This book shows you how to win the game as it's played now-and as it'll be played tomorrow."
Full Product Details
Author: Deirdre K. Breakenridge ,
Thomas J. DeLoughry
Publisher: Pearson Education (US)
Imprint: Financial TImes Prentice Hall
Dimensions:
Width: 16.50cm
, Height: 2.30cm
, Length: 23.60cm
Weight: 0.598kg
ISBN: 9780130090256
ISBN 10: 0130090255
Pages: 272
Publication Date: 20 February 2003
Audience:
Professional and scholarly
,
Professional & Vocational
Format: Hardback
Publisher's Status: Out of Print
Availability: In Print
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.
Author Information
DEIRDRE BREAKENRIDGE is Executive Vice President and Co-owner of PFS Marketwyse, an advertising and communications firm based in Totowa, NJ. Recognized as a leading expert in marketing, brand-building, and PR, she speaks regularly to organizations ranging from the International Association of Business Communicators (IABC) to the National Association of Broadcasting (NAB). She is author of Cyberbranding: Brand Building in the Digital Economy (Financial Times Prentice Hall). THOMAS J. DeLOUGHRY is a freelance writer with more than 15 years of experience in journalism. He is a former Executive Editor of Internet World magazine, where he had a front-row seat for the dot-com craze. He began writing about information technology for The Chronicle of Higher Education, a Washington, D.C.-based weekly, in 1987 when the Internet was primarily the domain of professors and researchers. He's also been a Contributing Editor to InternetWeek magazine and has written for several other magazines and newspapers.
