Online Public Relations: A Practical Guide to Developing an Online Strategy in the World of Social Media / Edition 2

Paperback (Print)
Buy Used
Buy Used from
(Save 41%)
Item is in good condition but packaging may have signs of shelf wear/aging or torn packaging.
Condition: Used – Good details
Used and New from Other Sellers
Used and New from Other Sellers
from $1.99
Usually ships in 1-2 business days
(Save 94%)
Other sellers (Paperback)
  • All (18) from $1.99   
  • New (8) from $26.61   
  • Used (10) from $1.99   


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.

Read More Show Less

Editorial Reviews

From the Publisher

"[A] good overview of all things web, and how the latest developments will affect PR strategy." - Management Today

"[W]ell written... provides theoretical and conceptual approaches rather than just tactical information." -

Read More Show Less

Product Details

  • ISBN-13: 9780749449681
  • Publisher: Kogan Page, Ltd.
  • Publication date: 6/1/2009
  • Series: PR in Practice Series
  • Edition description: Second Edition
  • Edition number: 2
  • Pages: 240
  • Product dimensions: 6.10 (w) x 9.20 (h) x 0.90 (d)

Meet the Author

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.

Read More Show Less

Table of Contents


1.         The battleground         

2.         The geography of social media: a quick guide to key terms    


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.       People’s use of the internet as media  

12.       What lies behind the internet as media


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          


22.       How the internet is changing news

23.       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


28.       Humans, public relations and the internet       


Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)