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The AMA handbook of public relations
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American Management Association
www.amanet.org
Additional Works by Robert L. Dilenschneider
Power and Influence: The Rules Have Changed (2007)
A Time for Heroes: Business Leaders, Politicians, and
Other Notables Explore the Nature of Heroism (2005)
The Corporate Communications Bible: Everything You
Need to Know to Become a Public Relations Expert (2004)
50 Plus!: Critical Career Decisions for the Rest of
Your Life (2004)
The Critical 2nd Phase of Your Professional Life:
Keys to Success for Age 40 and Beyond (2003)
Moses, CEO: Lessons in Leadership (1999)
The Critical 14 Years of Your Professional Life (1998)
The Dartnell Public Relations Handbook (1998 & 1990)
On Power (1994)
A Briefing for Leaders: Communication as the Ultimate
Exercise of Power (1992)
Power and Influence: Mastering the Art of Persuasion (1991)
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THE AMA HANDBOOK OF PUBLIC RELATIONS
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THE AMA HANDBOOK
OF PUBLIC RELATIONS
ROBERT L. DILENSCHNEIDER
Foreword by Maria Bartiromo
AMERICAN MANAGEMENT ASSOCIATION
New York • Atlanta • Brussels • Chicago • Mexico City • San Francisco
Shanghai • Tokyo • Toronto • Washington, D.C.
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View all the AMACOM titles at: www.amacombooks.org
This publication is designed to provide accurate and authoritative information
in regard to the subject matter covered. It is sold with the understanding that
the publisher is not engaged in rendering legal, accounting, or other professional
service. If legal advice or other expert assistance is required, the services of a
competent professional person should be sought.
Library of Congress Cataloging-in-Publication Data
Dilenschneider, Robert L.
The AMA handbook of public relations / Robert L. Dilenschneider ; foreword
by Maria Bartiromo.
p. cm.
Includes index.
ISBN-13: 978-0-8144-1525-2 (hardcover)
ISBN-10: 0-8144-1525-3 (hardcover)
1. Public relations. 2. Public relations—United States. I. Title. II. Title:
Handbook of public relations.
HD59.D558 2010
659.2—dc22 2009037755
© 2010 Robert L. Dilenschneider
All rights reserved.
Printed in the United States of America.
This publication may not be reproduced, stored in a retrieval system, or
transmitted in whole or in part, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of AMACOM, a division of American Management Association,
1601 Broadway, New York, NY 10019.
About AMA
American Management Association (www.amanet.org) is a world leader in talent
development, advancing the skills of individuals to drive business success.
Our mission is to support the goals of individuals and organizations through
a complete range of products and services, including classroom and virtual
seminars, webcasts, webinars, podcasts, conferences, corporate and government
solutions, business books, and research. AMA’s approach to improving performance combines experiential learning—learning through doing—with opportunities for ongoing professional growth at every step of one’s career journey.
Printing number
10 9 8 7 6 5 4 3 2 1
American Management Association
www.amanet.org
For Joan Avagliano, clearly responsible for my
success and one who has taught me much about life.
Joan knows better than most why this book is important.
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CONTENTS
Foreword by Maria Bartiromo, xi
Acknowledgments, xiii
Introduction, 1
SECTION ONE
PREREQUISITES FOR DIGITAL COMMUNICATIONS
1 Websites, 11
2 Blogs and Microblogs, 23
3 Monitoring the Internet, 33
4 Measurement—Why, What, How, 43
5 Internet Risks and Security, 53
SECTION TWO
REACHING OUT
6 Media Relations, 65
7 Trade Media, 79
8 Organizational Communications, 89
American Management Association
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9 Rumor Management, 101
10 Crisis Communications, 111
SECTION THREE
THE BROADER PR SPECTRUM
11 Government Relations, 123
12 Travel and Tourism, 135
13 Investor Relations, 143
14 The Annual Report, 157
SECTION FOUR
MAKING IT HAPPEN
15 Speeches as Unique Signatures, 167
16 Composing Presentations, 177
17 Talk—Formal or Familiar, 187
18 Bylined Material—In All Media, 201
19 Market Research, 211
Afterword by Marshall Loeb, 221
Appendix: Tactics for Keeping Up Digitally, 223
Noteworthy Resources, 225
Index, 227
About the Author, 239
x Contents
American Management Association
www.amanet.org
FOREWORD
WHEN I WAS A ROOKIE television reporter covering the business
beat, my time on air was almost always short. Back then, business
news was considered hopelessly boring, and the stations covered it
with a grudging sense of duty. The only instructions directors often
gave me was: “Just tell us how the Dow Jones did and get off.”
How the world has changed! The news cycle is 24/7, and people
get their information from a dazzling variety of sources. As for business coverage, it’s major news, and “how the Dow Jones did” is
often the lead story. This was true even when the U.S. economy was
healthy and unemployment low. With the nation and most of the rest
of the world in the grip of a severe recession, the fate of markets,
the fortunes of banks, and the decisions of CEOs are the subject of
wall-to-wall coverage.
In this supercharged environment, knowing how to communicate effectively has become crucially important—more so than ever
before. To get ahead, and stay ahead, you must know how to get
your message out into the highly competitive marketplace of ideas.
You must do it in ways that are clear and consistent. And you must
capture and hold the attention of people who are in danger of being
swamped by information overload. To achieve all these aims, you
need to master an array of communication technologies, both those
already in use and new technologies that keep coming on line at an
astonishing pace.
Information moves around the world instantly now, and people
are shrewder about consuming it. Smart communicators shape their
messages to reflect these facts, knowing that openness, directness,
and transparency are the qualities that earn respect and build trust.
American Management Association
www.amanet.org xi
The best communicators make people feel that the message is
meant for them and that the communicator “gets” what it is they
care about. It’s the ability to touch hearts as well as minds.
Robert Dilenschneider is a master of the art of communicating.
Even more important, he is a master of teaching the art of communications. In a world where the buzz and chatter can be deafening,
he knows how to quietly command the attention of exactly the right
audiences.
Sometimes his counsel is wonderfully simple and direct—know
your message and stick to it. Other times it is subtle and complex,
making use of everything from handwritten personal notes to strategically planned dinner engagements. He has that rare gift of connecting with people, whether it’s the CEO of a global corporation or
the folks who buy the corporation’s product.
The AMA Handbook of Public Relations is an operator’s manual, a guidebook for communicating in the twenty-first century. The
book is a direct reflection of how dramatically the world has
changed in the last ten years. It’s all about the sophisticated strategies that modern communicators must command if they want to
keep ahead.
You’ll find plenty of old-school savvy here, too. Some truths
never change. But fresh developments keep coming along, and a
new synthesis must constantly be created. That is the essence of
this book.
In a world that seems to move at warp speed, another edition
may be necessary a few years from now. But for today, and for as
long as we can see into the future, this is the best communications
guide you are going to find. Read it, and use it well.
—Maria Bartiromo
xii Foreword
American Management Association
www.amanet.org
ACKNOWLEDGMENTS
THIS BOOK WOULD NOT HAVE been possible without relying on
many to create a useful, broad-ranging, up-to-date, and authoritative
book of this nature. To that end, I have cited a series of experts and
authorities whose published works on the digital revolution, particularly, provided me with countless valuable insights and recommendations. I have also tapped into the expertise and knowledge of
many of my colleagues at The Dilenschneider Group to whom I am
indebted. To all, I am very grateful for their sage advice. I would particularly like to thank Joel Pomerantz, Jonathan Zimmerman, and
Joan Avagliano for the many hours they spent working with me on
the project. Mary Jane Genova helped research many of the major
topics within this handbook.
Critical to the success of this writing experience was Edward
Reilly, President of the American Management Association, who
introduced me to his fine colleagues Hank Kennedy, Ellen Kadin,
Barry Richardson, and Erika Spelman. This book would not have
been possible without them.
Throughout my career, my wife, Jan, has shown unwavering
support and patience. She has stood beside me at every turn and
provides me the inspiration in all my endeavors. In this particular
volume, my sons, Geoffrey and Peter, helped guide my understanding of the constantly evolving digital revolution that is at the core of
this handbook, and I am very grateful to both of them.
American Management Association
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