Public Relations and the Social Web: How to Use Social Media and Web 2.0 in Communications

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Social media are becoming part of the fabric of our lives, and their effect on public relations is the single biggest topic of conversation in the PR industry.  Rob Brown explores the way the internet is changing the field of communications and looks at the implications for a range of fields, from entertainment to politics. It examines emerging public relations practices in the digital environment – including blogs, wikis, RSS, social networking, and SEO – and shows readers how to structure digital public relations campaigns.

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Editorial Reviews

From the Publisher

"[C]overs more than social networks and delivers a few wake up calls for PR practitioners, particularly those rooted in traditional communications." - Marketing
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Product Details

  • ISBN-13: 9780749455071
  • Publisher: Kogan Page, Ltd.
  • Publication date: 5/1/2009
  • Edition description: New Edition
  • Pages: 208
  • Product dimensions: 6.40 (w) x 9.30 (h) x 0.70 (d)

Meet the Author

Robert Brown was formerly head of PR at McCann Erickson. He is currently Managing Director of Stainforth PR, now part of the TBWA Group, where his clients include Nissan and Kellogg’s. He is Visiting Professor in PR at Manchester Metropolitan University in the UK.

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Table of Contents

1         Something has happened to communications        

The impact of a changing society      

How communications has changed   

The key milestones     

2          The implications for communicators          

Fragmentation of the media   

Relinquishing control 

3          The lunatics have taken over the asylum   

New routes to influence         

Conversations with the audience       

4          The new channels     





Social bookmarking   

Social networking      

5          Digital PR and search engine optimization

How search engine optimization evolved      

PR and natural search

Social search  

6          The power of the new media           

The Scrabulous story  

7          The new ethics          

The old ethics 

The new ethics and enlightened self-interest 

The wider impact       

8          The blurring of channels     

Integration through disintegration     

It’s the content not the channel         

9          The battle for influence at the digital frontier       

The third wave of online influence    

Why the time has come for PR 2.0    

Issues management in the new Wild West    

10        Horses and courses   

Evaluating the need for digital PR    



Industry and commerce         

11        Digital PR architecture

The same but different       


12        Tools of the trade     

The Social Media Release      

Social Media Newsroom        

Creative digital assets

13        Evaluation and measurement         

Search ranking as evaluation  

Online tools    


Things to consider      

14        Dodging bear traps  

Fact and fiction          

We are in public         



Economies with the truth       

Failing expectations   

Tone of voice 

15        The major players    

Video sharing 

Social networks          

Photo sharing 

Blogging platforms    

Content sharing          

Other communities     

16        The next big thing    

The rise (and fall and rise again?) of Facebook         

Twitter – the early bird?        

Born again Friendster

Huddle time   

More mashups


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