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How To Navigate The Ever-Changing Public Relations Landscape

Today brings a book that is an indispensable resource for public relations practitioners who want to learn how to navigate the ever-changing landscape of public relations – which has become a far cry from primarily writing press releases and establishing media contacts. 

The Public Relations Handbook is the book – the fifth edition of the version that premiered in 1967. This new installment, edited by Robert L. Dilenschneider, teaches readers how to: 

  • Support a company’s marketing and sales
  • Leverage social media
  • Manage government relations
  • Work with the media effectively
  • Communicate with the investment community
  • Support top management in the event of a crisis or scandal
  • Positively position the company commitment to environmental, social and governance issues 

Within the book’s 17 chapters, dozens of leading practitioners address specific skill sets, and execution capabilities that public relations professionals need today. These expert practitioners share their real-life world stories, advice and the actions they took to be successful. 

Read this book if you are a PR professional needing to understand the modern PR world. Understand what is in this book if you are a leader and want to effectively work with the PR professional on your team.

Robert L. Dilenschneider 

Question: How did you select the contributing practitioners/topics/chapters to include in the book? 

Dilenschneider: I chose a successful group of professionals who joined in creating a useful, broad-ranging, up-to-date, and authoritative book. These experts provided me with countless valuable recommendations, and their insights were particularly important in making this handbook reflective of the global nature of modern public relations.  

The world has changed dramatically since the earlier edition was published. It is not only trade that is globalized now, but also communications—and thanks to these contributors, the text reflects that.  

Question: What is the best way for a company leader to use the book? 

Dilenschneider: There are two overriding pieces of guidance in this book: (1) always continue to gather intelligence—assume everything around you is constantly changing—and (2) always recognize how life is being shaped differently, often by men and women whom you do not understand. 

Take seriously the ideas and lessons offered in The Public Relations Handbook. Understanding and following them, and adding the wisdom of your own experience, is crucial to being part of a civilized and organized world.  

Question: How do you predict public relations will continue to evolve over the next ten years? 

Dilenschneider: The need for connections and understanding, at every level of society, has never been greater. I believe that public relations is uniquely positioned to address that need. 

I’m expecting a dramatic growth in the industry. Technology will bring us new ways to communicate in social media circles. 

While Facebook is on the decline, there will be new ways of using existing platforms like LinkedIn. New software will bring additional programs to the forefront. 

Thank you to the book's publisher for sending me a copy of the book.

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