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Review: "Velocity, the new dimension in PR crisis...the book delivers, therefore, a sobering message to PR people that the old ways will not work."
- The Hindu Business Line
Description: The world of communication is changing beyond recognition. New social networks are revolutionizing how we communicate, challenging our traditional models of dialogue. Those seeking to communicate must drastically alter their approaches if they are to succeed in this new age.
Public Relations and the Social Web explores the way in which communication 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 how digital public relation 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 anyone who needs to understand how to reach out and embrace the web 2.0 community.
Contents
Something has happened to communications ¢ The impact of a changing society ¢ How communications has changed ¢ The key milestones ¢ The implications for communicators ¢ Fragmentation of the media ¢ Relinquishing control ¢ The lunatics have taken over the asylum ¢ New routes to influence ¢ Conversations with the audience ¢ The new channels ¢ Blogs ¢ Wikis ¢ RSS ¢ Podcasting ¢ Social bookmarking ¢ Social networking ¢ Digital PR and search engine optimization ¢ How search engine optimization evolved ¢ PR and natural search ¢ Social search ¢ The power of the new media ¢ The Scrabulous story ¢ The new ethics ¢ The old ethics ¢ The new ethics and enlightened self-interest ¢ The wider impact ¢ The blurring of channels ¢ Integration through disintegration ¢ It`s the content not the channel ¢ 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 ¢ Horses and courses ¢ Evaluating the need for digital PR ¢ Politics ¢ Entertainment ¢ Industry and commerce ¢ Digital PR architecture ¢ The same... but different ¢ Semantics ¢ Tools of the trade ¢ The Social Media Release ¢ Social Media Newsroom ¢ Creative digital assets ¢ Evaluation and measurement ¢ Search ranking as evaluation ¢ Online tools ¢ Outsourcing ¢ Things to consider ¢ Dodging bear traps ¢ Fact and fiction ¢ We are in public ¢ Brandjacking ¢ Parody ¢ Economies with the truth ¢ Failing expectations ¢ Tone of voice ¢ The major players ¢ Video sharing ¢ Social networks ¢ Photo sharing ¢ Blogging platforms ¢ Content sharing ¢ Other communities ¢ The next big thing ¢ The rise (and fall and rise again?) of Facebook ¢ Twitter “ the early bird? ¢ Born again Friendster ¢ Huddle time ¢ More mashups ¢ Scour ¢ Index
About the Author: Rob Brown graduated from York University and spent a year in radio before joining Staniforth as a PR account executive. He set up his own media PR business in the 1990s, working with Granada Television, Channel Four and Endemol. He later joined McCann Erickson as PR Director with clients as diverse as Durex, Aldi, Peugeot and the NHS. In 2008 Rob returned to Staniforth, now part of the TBWA group, as its UK Managing Director
Target Audience: PR professionals
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9780749459611
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Pages : 192
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