Robert L. Dilenschneider - The Public Relations Handbook

Praise for The Public Relations Handbook

The Public Relations Handbook is a must-read for all communications professionals looking to navigate a complex, ever-changing digital media environment.

Fabienne De-Brebisson, Valeo Group Communications Senior Vice President

Bob Dilenschneider, the Dean of public relations professionals in this country, has created an updated volume of The Public Relations Handbook which, true to the first edition, is full of wonderful information from a star-studded cast but is now fiercely relevant to the times in which we find ourselves. This book is not just for public relations professionals, rather it is for all who find themselves in the public space.

Dr. E. Gordon Gee, President, West Virginia University

So often, a company, an institution, a family office, or even governments dont think about the value of real public relations until a crisis happens. Then its all hands-on deck to get the right message(s) out to the community, media, employees, family members, or political partners. Wouldnt it be so helpful to have a handbook written by experienced professionals who have already dealt with so many issues over their careers? That is exactly what this handbook does, and I praise Robert Dilenschneider for putting this guide together. However, I dont recommend this handbook just for PR and Comms professionals, I recommend it for daily living. After all, arent all successes built on relationships and communication.

The Honorable Linda McMahon, 25th Administrator of the Small Business Administration and Chair of America First Policy Institute

The Public Relations Handbook is an indispensable tool to understand how from a formal technique a few decades ago, PR has become a fundamental and strategic management asset to succeed in our enterprises, business or others.

Patrick Thomas, Former CEO, Herms

A rare density of wisdom and practicality, uniquely possible through the lens and curation of a master of craft and culture. Once again, Bob Dilenschneider brings fresh perspective and strategic vision to the stewardship of reputation with integrity. The fundamentals are what have brought my organization from the founders home more than 158 years ago to world leadership, with opportunities that have never been greater.

Louis Shapiro, President and Chief Executive Officer, Hospital for Special Surgery

Bob Dilenschneider and his fellow experts have outdone themselves with The Public Relations Handbook. Insightful, vibrant, and compellinga must-read for anyone working in the ever-evolving world of public relations and crisis communications. This remarkable compendium covers all the fundamentals and is guaranteed to become the go-to resource for PR professionals across the world.

Lou Nanni, Vice President of University Relations, University of Notre Dame

As its title indicates, this is a handbooknot a philosophical treatise. It is a book for real leaders facing real problems with real consequences. Having worked for a Fortune 100 company that was the target of an (unsuccessful!) hostile takeover wherein we survived by purchasing the would-be acquirer; saw our established market decline by nearly 50% during one five-year period; and ultimately prospered by consolidating all or major parts of 17 different companies, I can attest to the importance of effective communications and marketing. In this book, Robert Dilenschneider has collected a hall-of-fame group of experts who not only tell it like it is, but also what to do about it!

Norm Augustine, Retired Chairman & CEO, Lockheed Martin Corp.

This book is essential for every provider of public relations and communications advice and every person or company that is dependent on the advice. The accumulated wisdom and experience discussed is not just of great value, it is frequently what makes the difference in a transaction or reputation. In advising our clients, we recommend that the team handling a significant matter include advisors like those described in this book.

Martin Lipton, Senior Partner, Wachtell, Lipton, Rosen & Katz

Public relations is a profession that must always stay on the cutting edge of communications without ever losing sight of the basic principles of the craft. At a time when communications technology is constantly changing, that is an enormous challenge, and so this new edition of The Public Relations Handbook is a must-read for anyone in the profession, whether a seasoned pro or a hopeful newcomer. Its all there: winning clients, planning PR programs, mastering social media, handling crisesand everything in between.

The Honorable Georgette Mosbacher, Former Ambassador for the United States to Poland

Effective communication is essential in todays ever-changing landscape, which makes The Public Relations Handbook a must-read not only for PR professionals but also for business leaders managing public corporations, private firms and not-for-profit institutions. Bob Dilenschneider, recognized as the dean of American Public Relations Executives, has fully updated The handbook with chapters authored by the most experienced PR veterans and most forward-thinking PR professionals. These experts provide knowledge, insight and wisdom on a broad range of topics including government relations, strategic intelligence, and crisis communications. Comprehensive in scope and practical in focus, this handbook is an indispensable and unparalleled resource.

Robert H. Rock, Publisher, Directors & Boards magazine; and Chairman, MLR Media

Congratulations, and thank you, to my friend Bob Dilenschneider and his outstanding group of collaborators on The Public Relations Handbook. This is an important reference volume that is full of real-life experiences from Bob and his colleagues, essential reading for CEOs and others that may be thrust into the spotlight, as well as public relations professionals.

John P. Surma, Retired Chairman and Chief Executive Officer, United States Steel Corporation

ALSO BY ROBERT L. DILENSCHNEIDER

Power and Influence: The Rules Have Changed

A Briefing for Leaders: Communication as the Ultimate Exercise of Power

On Power

Dartnells Public Relations Handbook

The Critical 14 Years of Your Professional Life

Moses: C.E.O: Lessons in Leadership

The Corporate Communications Bible

The Critical 2nd Phase of Your Professional Life: Keys to Success from 35 to 50

50 Plus!: Critical Career Decisions for The Rest of Your Life

A Time for Heroes

The AMA Handbook of Public Relations

Values for a New Generation: The Borromean Lecture Series

The Critical First Years of Your Professional Life

The Men of St. Charles: A Generation from the Turbulent 60s Reflects on Life

Civility in America: Volumes I and II: Essays from Americas Thought Leaders

Decisions: Practical Advice from 23 Men and Women Who Shaped the World

This book is designed to provide accurate and authoritative information about the field of public relations. Neither the authors nor the publisher is engaged in rendering legal, accounting, or other professional services by publishing this book. If any such assistance is required, the services of a qualified financial professional should be sought. The author and publisher will not be responsible for any liability, loss, or risk incurred as a result of the use and application of any information contained in this book.