Online Public Relations: A Strategic Approach

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.

Founded on theory and practice and firmly aimed at the corporate relations practitioner and strategist and at students, Online Public Relations is a study of the underlying drivers of online relationship management. It shows how the internet brings public relations closer to the ...

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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.

Founded on theory and practice and firmly aimed at the corporate relations practitioner and strategist and at students, Online Public Relations is a study of the underlying drivers of online relationship management. It shows how the internet brings public relations closer to the heart of corporate governance, corporate and brand relationships, reputation promotion and issues management. It provides clear pointers for organizing public relations professionally now, and indicates a vision for the future.

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Editorial Reviews

TeachingPR.org

Praise for the previous editions:

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

Management Today

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

  • ISBN-13: 9780749465452
  • Publisher: Kogan Page, Ltd.
  • Publication date: 8/28/2015
  • Series: PR in Practice Series
  • Edition description: Third Edition
  • Edition number: 3
  • Pages: 288

Meet the Author


David Phillips is a practitioner with a long record in PR practice, corporate affairs and consulting, and is also known for his knowledge of new PR as practitioner, author and speaker. He is Professor of Online Public Relations at Escola Superior de Comunicação Social, Lisbon, lectures at Gloucestershire and Quadriga (Berlin) University.

Philip Young is project leader for NEMO: New Media, Modern Democracy at Lund University, Sweden. Before this he lectured in PR at the University of Sunderland and was a lead researcher on the European Public Relations Education and Research Association's EuroBlog project.

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