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

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Overview

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.

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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." - TeachingPR.org

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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.

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Table of Contents

PART 1            EVERYBODY’S 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.       People’s 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 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

PART 5            A BRIEF LOOK AT THE FUTURE    

28.       Humans, public relations and the internet       

Conclusion     

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