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

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

by David Phillips, Philip Young

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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 now explore and experiment with new technologies and new ways of thinking to get their message across - and an environment which has been made far more transparent, due to social media.

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.

This second edition is a timely and authoritative overview of the new online PR. Any PR professional wanting to conduct business in the modern interconnected world will regard this book as a must.

Product Details

ISBN-13: 9780749457426
Publisher: Kogan Page, Ltd.
Publication date: 05/03/2009
Series: PR In Practice
Sold by: Barnes & Noble
Format: NOOK Book
Pages: 288
File size: 2 MB

About the Author

David Phillips is an online public relations pioneer. He has written three books about online PR, lectures at Gloucester University and Escola Superior de Comunicação Social, Lisbon, Portugal and is also the Head of Digital consultancy at Publicasity. He is a Fellow of Chartered Institute of Public Relations and the Society of New Communications Resarch.

Philip Young is a senior lecturer in public relations at the University of Sunderland, specialising in social media and media ethics. He is a lead researcher on the European Public Relations Education and Research Association's EuroBlog project and has run the Mediations weblog( since April 2004.

David Phillips is Professor of Online Public Relations at Escola Superior de Comunicação Social, Lisbon, lectures at Gloucestershire and Quadriga (Berlin) University, and has written three books about online PR. A Fellow of the CIPR and Society of New Communications Research, he is a Director of Klea Global, a digital monitoring and evaluation company.
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. He has run the Mediations weblog on PR theory and practice since 2004.

Table of Contents

  • Section - ONE: Everybody’s public relations;
    • Chapter - 01: The battleground;
    • Chapter - 02: The geography of social media: a quick guide to key terms;
  • Section - TWO: A shift in culture, communication and value;
    • Chapter - 03: Transparency;
    • Chapter - 04: How organizations become porous;
    • Chapter - 05: The internet as an agent;
    • Chapter - 06: Richness and reach;
    • Chapter - 07: New models of information exchange;
    • Chapter - 08: Information and things;
    • Chapter - 09: Knowledge;
    • Chapter - 10: Commercial implications of the internet;
    • Chapter - 11: People’s use of the internet as media;
    • Chapter - 12: What lies behind the internet as media;
  • Section - THREE: Building blocks for online PR;
    • Chapter - 13: Communications platforms;
    • Chapter - 14: Channels for communication;
    • Chapter - 15: How social media impact on strategy;
    • Chapter - 16: Management approaches to planning;
    • Chapter - 17: Landscaping;
    • Chapter - 18: Organizational analysis;
    • Chapter - 19: Developing online PR strategies;
    • Chapter - 20: Thoughts about tactics;
    • Chapter - 21: Risks and opportunities;
  • Section - FOUR: Influences on present-day PR practice;
    • Chapter - 22: How the internet is changing news;
    • Chapter - 23: What is right and wrong?;
    • Chapter - 24: Ethics in a transparent world;
    • Chapter - 25: Monitoring, measurement and evaluation;
    • Chapter - 26: Influences on policy, corporate speak and bling;
    • Chapter - 27: Corporate social responsibility;
  • Section - FIVE: A brief look at the future;
    • Chapter - 28: Humans, public relations and the internet

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

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