The Public Relations Handbook

It is no longer enough for public relations professionals to be great at writing press releases or terrific at establishing media contacts. Today and in the future, all professionals must understand how their skills dovetail with those of other professionals.The Public Relations Handbook contains valuable guidance for navigating the 2020s and beyond, answering for public relations professionals questions such as-. How can they best work with a market research department or firm?. How can they contribute to the sales department's efforts to open up new channels of distribution?. How can they maximize the impact of the ad agency's new campaign?. How can they advise the HR operation on the best ways to assure a diverse workforce, thereby avoiding the nightmare of an attack in that regard?. How will they work with top management in the event of a sex abuse scandal?The Public Relations Handbook has always been at the forefront of the practice of public relations. The first edition was published in 1967, with updates following in 1979, 1987, and 2010. The 2010 edition reflected advances in the practice of public relations based on the realities of the digital age. This new 5th edition examines and prescribes how to make public relations indispensable in an era facing new challenges in global public health as well as the convergence of new financial, economic, political, and societal issues.No longer is public relations viewed as a separate and narrow tactic isolated from other activities. Public relations professionals must be prepared to deal with a staggering variety of people, issues and subjects. Today it is a given that planning and implementing a public relations program must harmonize with overall objectives whether that means selling a product, raising money or advancing a cause or a candidate.The Public Relations Handbook assures public relations practitioners that they can navigate this new world effectively, and provides them the tools for doing so.

"""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.""
—ClearPurpose

""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.""
—AdPulp"

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.

This item is eligible for free returns within 30 days of delivery. See our returns policy for further details.