Public Relations and the Social Web: How to Use Social Media and Web 2.0 in Communications

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Kogan Page Publishers, Apr 3, 2009 - Business & Economics - 192 pages

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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Chapter 1 Something has happened to communications
Chapter 2 The implications for communicators
Chapter 3 The lunatics have taken over the asylum
Chapter 4 The new channels
Chapter 5 Digital PR and search engine optimization
Chapter 6 The power of the new media
Chapter 7 The new ethics
Chapter 8 The blurring of channels
Chapter 10 Horses and courses
Chapter 11 Digital PR architecture
Chapter 12 Tools of the trade
Chapter 13 Evaluation and measurement
Chapter 14 Dodging bear traps
Chapter 15 The major players
Chapter 16 The next big thing

Chapter 9 The battle for influence at the digital frontier

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About the author (2009)

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 90s, 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.

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