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Deirdre
Breakenridge and Thomas J. DeLoughry have written
"The New PR Toolkit: Strategies for Successful
Media Relations," a book that will be essential to
any newcomer to the PR game, as well as to those of us
who have been in the business but need to get up to
speed on new tools and technologies.
In
these days of political and economic uncertainty,
effective communication is more important than ever. At
the same time, new technologies and information services
make access to information more convenient every day.
It
is crucial for any public relations professional to keep
up to date on today's trends - and probably more
important to watch for the next ones! In the last
chapter of their book, the authors take a look at some
of the developing trends that will affect our industry.
One
of the trends cited is the use of Weblogs. They refer to
an article by Trylon Communications President Lloyd
Trufelman and Account Supervisor Laura Goldberg in
"PRSA Tactics" (click
here for article) that recognizes the importance of
using "blogs" as a resource and possibly as a
conduit for information and publicity.
Other
topics covered include using the Internet as a crisis
communications tool and to strengthen your brand, using
e-mail and electronic newsletters, and important new
issues such as privacy and spam.
An
important goal in every PR program is to have
information available at the right time for the media.
With the advent of online newsrooms and 24/7 reporting,
a company that doesn't effectively use the Web in its PR
strategy is missing a very large boat.
This
book is designed to help company executives and PR
professionals use the new tools and technologies
effectively. Instead of trying to reinvent the wheel,
spend some time reading about what others have done and
emulate the models that work best for you. The book is
published by FT Prentice Hall and available on
Amazon.com and in local bookstores. |
