Online Public Relations
A Strategic Approach
3rd Edition
Book
Paperback/Softback
288 pages
978-0-7494-6545-2 (ISBN)
Description
The internet, social media and advances in mobile technology have totally revolutionized the practice of public relations; a revolution that has not only affected the way PR professionals communicate but has transformed the nature of communication itself. This thoroughly revised third edition of Online Public Relations shows readers how to use online tools - now integral to most areas of PR practice - intelligently and effectively. David Phillips and Philip Young explore the growth of social media, mobile apps and online communities and environments, providing valuable guidance on developing a strategy to make the most of these key platforms for communication. Essential reading for students and practitioners of PR, this book offers a timely and authoritative review of the ever-changing world of online PR, and a wealth of practical advice.
More details
Series
Edition
3rd Revised edition
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Product notice
Paperback (trade)
Dimensions
Height: 234 mm
Width: 156 mm
ISBN-13
978-0-7494-6545-2 (9780749465452)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
David Phillips is Professor of Online Public Relations at Escola Superior de Comunicacao 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 EUPRERA's EuroBlog project. He has run the Mediations weblog on PR theory and practice since 2004.
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 EUPRERA's EuroBlog project. He has run the Mediations weblog on PR theory and practice since 2004.
Content
Section - I: Part I - Everybody's Public Relations
Chapter - 1: The battleground
Chapter - 2: The geography of social media: a quick guide to key terms
Section - II: Part II - A shift in culture, communication and value
Chapter - 3: Transparency
Chapter - 4: How organizations became porous
Chapter - 5: The internet as an agent
Chapter - 6: Richness and reach
Chapter - 7: New models of information exchange
Chapter - 8: Information and things
Chapter - 9: Knowledge
Chapter - 10: Communication implications of the internet
Chapter - 11: People's use of the internet as media
Chapter - 12: What lies behind the internet as media
Section - III: Part III - 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 - IV: Part IV - 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 - V: Part V - A brief look at the future
Chapter - 28: Humans, public relations and the internet
Chapter - 1: The battleground
Chapter - 2: The geography of social media: a quick guide to key terms
Section - II: Part II - A shift in culture, communication and value
Chapter - 3: Transparency
Chapter - 4: How organizations became porous
Chapter - 5: The internet as an agent
Chapter - 6: Richness and reach
Chapter - 7: New models of information exchange
Chapter - 8: Information and things
Chapter - 9: Knowledge
Chapter - 10: Communication implications of the internet
Chapter - 11: People's use of the internet as media
Chapter - 12: What lies behind the internet as media
Section - III: Part III - 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 - IV: Part IV - 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 - V: Part V - A brief look at the future
Chapter - 28: Humans, public relations and the internet