TY  - BOOK
AU  - Breakenridge,Deirdre
AU  - DeLoughry,Thomas J.
TI  - The new PR toolkit: strategies for successful media relations 
SN  - 9780130090256
AV  - HD59 .B74 2003
U1  - 659.2 21
PY  - 2003///
CY  - Upper Saddle River, NJ
PB  - Financial Times Prentice Hall
KW  - Public relations
KW  - Mass media and business
KW  - რეკლამა
KW  - საზოგადოებასთან ურთიერთობა
KW  - მას მედია და ბიზნესი
N1  - Includes bibliographical references and index; The 21st-century audience -- Identifying audience trends -- Knowing what your public wants -- Knowing what the media wants -- The need for continuous research -- Building your online newsroom -- Using e-mail smartly -- E-newsletters build relationships -- Webcasts are worth a second try -- Monitoring brand communication -- New tools for crisis management -- Integrating your PR strategies -- Don't forget about privacy -- The changing role of the communicator -- Looking ahead
ER  -