Synopses & Reviews
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.
"[C]overs more than social networks and delivers a few wake up calls for PR practitioners, particularly those rooted in traditional communications." - Marketing
The effect of the internet on public relations is presently the single biggest subject of conversation in the public relations industry. As the world of communications changes beyond recognition, those seeking to communicate must revolutionize their approach.
"Public Relations and the Social Web "explores the way the field of communications is changing and looks at what this change means for communicators working across a range of industries, from entertainment 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 communications channels such as blogs, wikis, RSS, social networking and SEO, "Public Relations and the Social Web "is valuable reading for public relations practitioners, students of public relations, and those who work in related areas such as journalism and web construction and design.
"Public Relations and the Social Web "explores the way the field of communications is changing and looks at what this means for communicators working across a range of industries, from entertainment to politics. The book examines emerging public relations practices in the digital environment and shows readers how digital public relations campaigns can be structured.
Public relations practitioners and students.
About 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 Kelloggs. He is Visiting Professor in PR at Manchester Metropolitan University in the UK.
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
3 The lunatics have taken over the asylum
New routes to influence
Conversations with the audience
4 The new channels
5 Digital PR and search engine optimization
How search engine optimization evolved
PR and natural 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
Its 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 same¼ 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
Things to consider
14 Dodging bear traps
Fact and fiction
We are in public
Economies with the truth
Tone of voice
15 The major players
16 The next big thing
The rise (and fall and rise again?) of Facebook
Twitter the early bird?
Born again Friendster