Communication Studies: COM266

The AMA Handbook of Public Relations is written to help professionals merge their traditional and Web-based campaigns while protecting their clients, companies, and themselves against harmful attention. Based on in-depth interviews and cutting-edge research, the book combines proven PR strategies with up-to-the-minute Web savvy.

"Today, every organization is in the influence business. We influence customers to buy from us, employees to work for us, and the media to write about us. Gone are the days when you could be your own island. Now, to be successful, you need to live within the influence ecosystem and that requires a change of mindset. Fortunately, Philip Sheldrake will show you how." David Meerman Scott, bestselling author of The New Rules of Marketing & PR and the new hit Real-Time Marketing & PR

Viral marketing -- word-of-mouth marketing that spreads rapidly -- is now mainstream, but some of its concepts are still catching on in the realm of public relations. Drawing partly on the theories of evolutionary biologist Richard Dawkins, who used the phrase "meme" to describe a self-replicating unit of cultural information, Andy Green shows how contagious ideas --or memes -- can spread through PR communications like a virus.

In this third edition of Effective Media Relations, three public relations professionals give clear, practical guidance on how to work with journalists to get the best possible media coverage. Alison Theaker looks at the media context and provides an overview of the law, ownership, ethics, new technology and media evaluation. David Wragg looks at the opportunities that are available in the traditional press and gives practical advice on how to work with them. Michael Bland takes a behind-the-scenes look at the broadcast media and provides an insight into how radio and television interviews should be handled. For the newcomer to public relations, Effective Media Relations is a useful primer. For the seasoned practitioner, it will serve as a refresher and give an valuable overview of media relations.