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.
will help all practitioners in the field advance their personal growth, success and careers.