The Public Relations Handbook

The Public Relations Handbook

by Robert L. Dilenschneider (Editor)
The Public Relations Handbook

The Public Relations Handbook

by Robert L. Dilenschneider (Editor)


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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.

    Product Details

    ISBN-13: 9781637740613
    Publisher: BenBella Books, Inc.
    Publication date: 02/15/2022
    Pages: 288
    Sales rank: 1,088,482
    Product dimensions: 6.20(w) x 9.10(h) x 1.10(d)

    About the Author

    Robert L. Dilenschneider formed The Dilenschneider Group in October, 1991. Headquartered in New York and Chicago, the Firm provides strategic advice and counsel to Fortune 500 companies and leading families and individuals around the world, with experience in fields ranging from mergers and acquisitions and crisis communications to marketing, government affairs and international media.

    Prior to forming his own firm, Dilenschneider served as president and chief executive officer of Hill and Knowlton, Inc. from 1986 to 1991, tripling that Firm's revenues to nearly $200 million and delivering more than $30 million in profit. Dilenschneider was with that organization for nearly 25 years. Dilenschneider started in public relations in 1967 in New York, shortly after receiving an MA in journalism from Ohio State University, and a BA from the University of Notre Dame.

    Table of Contents

    Introduction: Why Public Relations Matters Robert L. Dilenschneider 1

    1 Engaging the Community: Public Relations Is All About People Cristyne Nicholas George Lence 5

    2 Gathering Information and Intelligence: How to Harness Intelligence for Your PR Advantage Jack Devine Amanda Mattingly 13

    3 Preparing Your Argument: The Medium Is Always the Message Robert Laird 23

    4 Words That Work: The Role of Language and Polling in Public Relations and Policy Frank Luntz 35

    5 Preparing the Communications Program: A New Way to Approach a Vital Task Art Gormley 49

    6 Government Relations: Setting a Public Policy Agenda Edward Rollins Jonathan Dedmon 69

    7 The "New" Investor Relations: Transformational Changes in a High-Profile Discipline Ned Reynolds Art Gormley 85

    8 Working with the Media: They Are Not the Enemy, but Care Is Required Jonathan Dedmon 97

    9 Social Media: Evolving Best Practices for PR Practitioners Shel Holtz 113

    9 Internal Communications: Enduring Themes Focusing on Company Priorities William Kemmis Adler 139

    11 Crisis Communications: Not If, but When Jonathan Dedmon 157

    12 Communications for Private Families: The Fundamentals of Public Relations Apply Here, Too Dr. Stephen M. Coan 173

    13 Going Forward with China: A Guide to Success Virginia A. Kamsky Michael N. Kamsky 185

    14 Cracking the Code of Japan: Ancient and Modern Island Nation Dr. Joshua W. Walker 203

    15 Communicating in Canada: Welcome to Canada-Bienvenue au Canada Sarah L. Manley Robertson 215

    16 Public Relations in Higher Education Donna Caprari Heiser 233

    17 Communicating in Europe Valerio De Molli 257

    Acknowledgments 267

    Index 268

    About the Authors 275

    What People are Saying About This

    From the Publisher

    The Public Relations Handbook is a must-read for all communications professionals looking to navigate a complex, ever-changing digital media environment.”
    —Fabienne De-Brebisson, Valeo Group Communications Senior Vice President
    “Full of wonderful information from a star-studded cast but is now fiercely relevant to the times in which we find ourselves. This book is not just for public relations professionals, rather it is for all who find themselves in the public space.”
    —Dr. E. Gordon Gee, President, West Virginia University
    “So often, a company, an institution, a family office, or even governments don’t think about the value of real public relations until a crisis happens . . . Wouldn’t it be so helpful to have a handbook written by experienced professionals who have already dealt with so many issues over their careers? That is exactly what this handbook does, and I praise Robert Dilenschneider for putting this guide together.”
    —The Honorable Linda McMahon, 25th Administrator of the Small Business Administration and Chair of America First Policy Institute
    The Public Relations Handbook is an indispensable tool to understand how from a formal technique a few decades ago, PR has become a fundamental and strategic management asset to succeed in our enterprises, business or others.”
    —Patrick Thomas, Former CEO, Hermès
    “A rare density of wisdom and practicality, uniquely possible through the lens and curation of a master of craft and culture. Once again, Bob Dilenschneider brings fresh perspective and strategic vision to the stewardship of reputation with integrity.”
    —Louis Shapiro, President and Chief Executive Officer, Hospital for Special Surgery
    "Insightful, vibrant, and compelling—a must-read for anyone working in the ever-evolving world of public relations and crisis communications. This remarkable compendium covers all the fundamentals and is guaranteed to become the go-to resource for PR professionals across the world." 
    —Lou Nanni, Vice President of University Relations, University of Notre Dame
    “As its title indicates, this is a handbook—not a philosophical treatise. It is a book for real leaders facing real problems with real consequences . . . I can attest to the importance of effective communications and marketing. In this book, Robert Dilenschneider has collected a hall-of-fame group of experts who not only tell it like it is, but also what to do about it!”
    —Norm Augustine, Retired Chairman & CEO, Lockheed Martin Corp.
    “This book is essential for every provider of public relations and communications advice and every person or company that is dependent on the advice.”
    —Martin Lipton, Senior Partner, Wachtell, Lipton, Rosen & Katz
    “At a time when communications technology is constantly changing, that is an enormous challenge, and so this new edition of The Public Relations Handbook is a must-read for anyone in the profession, whether a seasoned pro or a hopeful newcomer. It's all there: winning clients, planning PR programs, mastering social media, handling crises—and everything in between.”
    —The Honorable Georgette Mosbacher, Former Ambassador for the United States to Poland
    “Effective communication is essential in today’s ever-changing landscape, which makes The Public Relations Handbook a must-read not only for PR professionals but also for business leaders managing public corporations, private firms and not-for-profit institutions . . . Comprehensive in scope and practical in focus, this handbook is an indispensable and unparalleled resource.”
    —Robert H. Rock, Publisher, Directors & Boards magazine; and Chairman, MLR Media
    “This is an important reference volume that is full of real-life experiences from Bob and his colleagues, essential reading for CEOs and others that may be thrust into the spotlight, as well as public relations professionals.”
    —John P. Surma, Retired Chairman and Chief Executive Officer, United States Steel Corporation

    "This handbook is very comprehensive and needs to sit in any significant organization’s library to pull out in time of need.” 
    —Scott J. Pearson

    "If you are involved in PR as a small business owner or if you are in charge of public relations for a large organization, The Public Relations Handbook is for you.”
    Wall Street News Network

    "The Public Relations Handbook is an invaluable resource, not only for PR practitioners, but also for the executives that work with them.”

    “Public relations is a vital component of any company’s marketing and communications plans . . . Robert L. Dilenschneider does an excellent job of laying out the fundamentals in The Public Relations Handbook.”

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