Dartnell Public Relations Handbook With a Special Section of the Health Care Field

One of the most important trends in recent years has been the integration of public relations into the marketing mix. No longer do corporations view it as a separate, narrow, objective tactic -- a tactic that is isolated from other marketing activities. Today, most marketers understand that public relations must be linked with other marketing disciplines. They recognize that the planning and implementation of a public relations program must harmonize with overall marketing objectives. It is no longer enough for a PR agency executive to be a great press release writer or to establish terrific media contacts. Today, many PR duties are often performed by non-PR personnel."Dartnell's Public Relations Handbook" has been designed to guide the individual who does not perform PR duties on a daily basis, but who needs to coordinate PR efforts as one of many assigned tasks. Inexperienced PR personnel will use the handbook as a "guide" to coordinate PR efforts. The experienced PR practitioner will usethis handbook as a reference tool of new techniques and strategies to help him or her excel in his or her current job.The new 4th edition includes: -- All-new case studies.-- An updated and expanded chapter on Crisis PR.-- A new series of "how-to" chapters, including: how to write a press release, develop a media kit, build a media list, develop media contacts, use the phone and fax most effectively, speak to the media, etc.-- A new chapter on how to work with a PR firm -- how to select the agency that is right for your needs, how to get the most out of your agency, and your responsibilities as a client in the PR agency partnership.Dilenschneider, Robert L. is the author of 'Dartnell Public Relations Handbook With a Special Section of the Health Care Field' with ISBN 9780850131598 and ISBN 0850131596.