Online Public Relations – A Practical Guide to Developing an Online Strategy in the World of Social Media
Autor David Phillips, Philip Youngen Limba Engleză Paperback – 3 mai 2009
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.
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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Specificații
ISBN-13: 9780749449681
ISBN-10: 0749449683
Pagini: 288
Dimensiuni: 157 x 234 x 21 mm
Greutate: 0.54 kg
Ediția:Revizuită
Editura: Kogan Page
ISBN-10: 0749449683
Pagini: 288
Dimensiuni: 157 x 234 x 21 mm
Greutate: 0.54 kg
Ediția:Revizuită
Editura: Kogan Page
Cuprins
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
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
Recenzii
"[A] good overview of all things web, and how the latest developments will affect PR strategy." - Management Today
Notă biografică
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.
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.
Descriere
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.
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.