Trylon Communications  - Volume I Issue 8

The New PR Toolkit

Deirdre Breakenridge and Thomas J. DeLoughry have written "The New PR Toolkit: Strategies for Successful Media Relations," a book that will be essential to any newcomer to the PR game, as well as to those of us who have been in the business but need to get up to speed on new tools and technologies.

In these days of political and economic uncertainty, effective communication is more important than ever. At the same time, new technologies and information services make access to information more convenient every day.

It is crucial for any public relations professional to keep up to date on today's trends - and probably more important to watch for the next ones! In the last chapter of their book, the authors take a look at some of the developing trends that will affect our industry.

One of the trends cited is the use of Weblogs. They refer to an article by Trylon Communications President Lloyd Trufelman and Account Supervisor Laura Goldberg in "PRSA Tactics" (click here for article) that recognizes the importance of using "blogs" as a resource and possibly as a conduit for information and publicity.

Other topics covered include using the Internet as a crisis communications tool and to strengthen your brand, using e-mail and electronic newsletters, and important new issues such as privacy and spam.

An important goal in every PR program is to have information available at the right time for the media. With the advent of online newsrooms and 24/7 reporting, a company that doesn't effectively use the Web in its PR strategy is missing a very large boat.

This book is designed to help company executives and PR professionals use the new tools and technologies effectively. Instead of trying to reinvent the wheel, spend some time reading about what others have done and emulate the models that work best for you. The book is published by FT Prentice Hall and available on and in local bookstores.