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

Front Cover
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.

 

Selected pages

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
Copyright

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Public Relations and the Social Web: How to Use Social Media and Web 2.0 in ...
Rob Brown
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Common terms and phrases

advertising Alexa allows users audience audio Barack Obama Bebo become bloggers brand broadcast browser channels clients communications consumer conversations corporate blog coverage create dashboard developed Digg digital PR e-mail Edelman engage environment ethical evaluation example Facebook Flickr groups Hasbro idea identify images impact important individuals industry influence interest internet memes issues Jeep journalists Last.fm launched LinkedIn logo marketing means micro-blogging million Millward Brown monitoring MySpace Obama offers organizations platforms podcast popular PR campaigns press release programme provides public relations published Quantcast radio ranking relevant RSS feeds Scrabulous search engine optimization share significant social bookmarking social media social networks social web story syndicate tags talk target Technorati television things track traditional trends upload user-generated content Whilst Wikipedia wikis WordPress YouTube

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.

Bibliographic information

TitlePublic Relations and the Social Web: How to Use Social Media and Web 2.0 in Communications
AuthorRob Brown
PublisherKogan Page Publishers, 2009
ISBN0749457325, 9780749457327
Length192 pages
Subjects ›  › 

Business & Economics / Marketing / General
Business & Economics / Public Relations
  
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