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 use this 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.