Online Public Relations
A Practical Guide to Developing an Online Strategy in the World of Social Media
Phillips, David
Young, Philip
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BOOK SYNOPSIS
The internet has totally revolutionized the practice of public relations. This revolution has not only affected the way PR professionals communicate but has changed the nature of communication itself.This thoroughly revised second edition of Online Public Relations shows readers how to use this potent and energizing medium intelligently and effectively. David Phillips explores the growth of social media sites such as Facebook, MySpace, Bebo, Flickr etc, and of virtual environments, virtual communities, information sharing sites and blogs. PR practitioners must explore how these new technologies and new ways of thinking can help them get their messages across. They must learn to navigate a world of information which social media has made far more complex.Other topics covered include new models of information exchange, commercial implications of the internet, how social media impacts on PR strategy, developing online PR strategies, risks and opportunities and CSR.
AUTHOR BIO
David Phillips is head of digital consulting at Publicasity. He has written three books about online PR and teaches at Gloucester University (UK) and Escola Superior de Comunicação Social (Portugal). Philip Young is a senior lecturer in public relations at the University of Sunderland, specializing in social media and media ethics. He is a lead researcher on the European Public Relations Education and Research Association's EuroBlog project.
TABLE OF CONTENTS
PART 1 EVERYBODYS PUBLIC RELATIONS 1. The battleground 2. The geography of social media: a quick guide to key terms PART 2 A SHIFT IN CULTURE, COMMUNICATIONS AND VALUE 4. How organizations become porous 5. The internet as an agent 6. Richness and reach 7. New models of information exchange 8. Information and things 9. Knowledge 10. Commercial implications of the internet 11. Peoples use of the internet as media 12. What lies behind the internet as media PART 3 BUILDING BLOCKS FOR ONLINE PR 13. Communications platforms 14. Channels for communication 15. How social media impact on strategy 16. Management approaches to planning 17. Landscaping 18. Organizational analysis 19. Developing online PR strategies 20. Thoughts about tactics 21. Risks and opportunities PART 4 INFLUENCES ON PRESENT-DAY PR PRACTICE 22. How the internet is changing news23. What is right and wrong? 24. Ethics in a transparent world 25. Monitoring, measurement and evaluation 26. Influences on policy, corporate speak and bling 27. Corporate social responsibility PART 5 A BRIEF LOOK AT THE FUTURE 28. Humans, public relations and the internet Conclusion
BOOK REVIEWS
"[A] good overview of all things web, and how the latest developments will affect PR strategy." - Management Today
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MORE BOOK INFO
ISBN: 0749449683
ISBN(13-digit): 9780749449681
Dewey Decimal: 659.20285/4678
Library of Congress: 2008054391
Book Publisher: Kogan Page Ltd
Language: ENG
No. of Pages: 274
Paper Weight (lb): 1.16 lb
