Public Relations and the Social Web: How to Use Social Media and Web 2.0 in Communications (Google eBook)

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Kogan Page Publishers, Apr 3, 2009 - Business & Economics - 192 pages
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The effect of the internet on public relations is the single biggest subject of current conversation in the public relations industry. As the world of communications changes beyond recognition, those seeking to communicate must revise and revolutionise their approach. Public Relations and the Social Web explores the way in which communications is changing and looks at what this means for communicators working across a range of industries, from entertainment through to politics. The book examines emerging public relations practices in the digital environment and shows readers how digital public relations campaigns can be structured. Including information on new communication channels such as blogs, wikis, RSS, social networking and SEO, Public Relations and the Social Web is essential reading for public relations practitioners, students of public relations, and those who work in related areas such as journalism and web construction and design.
  

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Contents

Chapter 1 Something has happened to communications
1
Chapter 2 The implications for communicators
11
Chapter 3 The lunatics have taken over the asylum
19
Chapter 4 The new channels
25
Chapter 5 Digital PR and search engine optimization
53
Chapter 6 The power of the new media
59
Chapter 7 The new ethics
67
Chapter 8 The blurring of channels
77
Chapter 10 Horses and courses
91
Chapter 11 Digital PR architecture
111
Chapter 12 Tools of the trade
125
Chapter 13 Evaluation and measurement
133
Chapter 14 Dodging bear traps
157
Chapter 15 The major players
163
Chapter 16 The next big thing
175
Index
179

Chapter 9 The battle for influence at the digital frontier
83

Common terms and phrases

About the author (2009)

"Rob 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.

Bibliographic information