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The Public Relations Handbook
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.
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.
288 pages, Hardcover
Published February 15, 2022
7 people are currently reading
15 people want to read
About the author
Robert L. Dilenschneider
27 books7 followersRobert L. Dilenschneider, founder and CEO of The Dilenschneider Group, is one of the world's foremost communication gurus and leadership coaches. Dilenschneider started in public relations in 1967 in New York.
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Displaying 1 - 3 of 3 reviews
March 7, 2022
I do not work in the field of public relations but rather work with others that do. Thus, I have a vested interest in learning about their work without going through educational certifications. Further, I’m always eyeing ways to spotlight the positives of my work in an open and tactful manner to interested audiences. This compilation of articles by leading figures addresses a variety of core issues in PR and shows where the field has been, is now, and is going tomorrow.
Almost all of the topics contained in this book address important issues in PR. Everyone has to trumpet their work somehow even if we aren’t full-time personnel in the field. Most of the early articles cover fundamentals with an eye towards collecting the good ideas of the past. Then, later articles capture emerging – and sometimes niche – topics.
Is your audience a government? Chapter 6 covers that. Do you manage potential crises? Chapter 11 covers that. Are your clients international? Chapters 13, 14, 15, and 17 cover those areas. Are you into new channels like social media? See chapter 9. Or do you need to sell your organization’s internal hierarchy? Chapter 10. As you can see, this handbook is very comprehensive and needs to sit in any significant organization’s library to pull out in time of need.
To non-practitioners of PR like myself, this book provides access to the field without having to master the details of practice in the discipline. To practitioners, it presents the leading trends of the field and resources for further exploration. In any discipline, it’s hard to arrange 17 different articles by 17 different authors on 17 different topics that are all engaging and not too narrow. Dilenschneider accomplishes this resolutely and teaches us how to communicate better in the process.
Almost all of the topics contained in this book address important issues in PR. Everyone has to trumpet their work somehow even if we aren’t full-time personnel in the field. Most of the early articles cover fundamentals with an eye towards collecting the good ideas of the past. Then, later articles capture emerging – and sometimes niche – topics.
Is your audience a government? Chapter 6 covers that. Do you manage potential crises? Chapter 11 covers that. Are your clients international? Chapters 13, 14, 15, and 17 cover those areas. Are you into new channels like social media? See chapter 9. Or do you need to sell your organization’s internal hierarchy? Chapter 10. As you can see, this handbook is very comprehensive and needs to sit in any significant organization’s library to pull out in time of need.
To non-practitioners of PR like myself, this book provides access to the field without having to master the details of practice in the discipline. To practitioners, it presents the leading trends of the field and resources for further exploration. In any discipline, it’s hard to arrange 17 different articles by 17 different authors on 17 different topics that are all engaging and not too narrow. Dilenschneider accomplishes this resolutely and teaches us how to communicate better in the process.
November 9, 2022
Excellent reference guide in the topic of public relations. Even if you're not in the business, it has helpful information anyone can use, especially when dealing with people outside the United States. Those are my favorite chapters.
My Review
My Review
March 3, 2022
This book would make a good textbook for an introductory PR course in college. For anyone practicing in the field, it's a little too basic, and too dated (by the pandemic) to be deeply useful. It's full of sound, commonsense advice, just at a level that is for beginners.
Displaying 1 - 3 of 3 reviews