Online Public Relations (häftad)
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Format
Häftad (Paperback / softback)
Språk
Engelska
Antal sidor
288
Utgivningsdatum
2009-05-03
Upplaga
2 Revised edition
Förlag
Kogan Page Ltd
Medarbetare
Young, Philip
Illustrationer
Illustrations
Dimensioner
235 x 155 x 20 mm
Vikt
520 g
Antal komponenter
1
Komponenter
1622:Standard B&W 5.5 x 8.5 in or 216 x 140 mm (Demy 8vo) Perfect Bound on White w/Gloss Lam
ISSN
2058-5659
ISBN
9780749449681

Online Public Relations

A Practical Guide to Developing an Online Strategy in the World of Social Media

av David Phillips, Philip Young
Häftad,  Engelska, 2009-05-03
335
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The internet has totally revolutionized the practice of public relations. This revolution has not only affected the way PR professionals communicate but has changed the nature of communication itself. This thoroughly revised, second edition of Online Public Relations shows readers how to use this potent and energizing medium intelligently and effectively. David Phillips explores the growth of social media sites such as Facebook, MySpace, Bebo, Flickr etc, and of virtual environments, virtual communities, information sharing sites and blogs. PR practitioners must now explore and experiment with new technologies and new ways of thinking to get their message across - and an environment which has been made far more transparent, due to social media. Other topics covered include new models of information exchange, commercial implications of the internet, how social media impacts on PR strategy, developing online PR strategies, risks and opportunities and CSR. This second edition is a timely and authoritative overview of the new online PR. Any PR professional wanting to conduct business in the modern interconnected world will regard this book as a must.
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David Phillips, Philip Young

Recensioner i media

"[W]ell written... provides theoretical and conceptual approaches rather than just tactical information." - TeachingPR.org "[A] good overview of all things web, and how the latest developments will affect PR strategy." - Management Today

Övrig information

David Phillips is an online public relations pioneer. He has written three books about online PR, lectures at Gloucester University and Escola Superior de Comunicacao Social, Lisbon, Portugal and is also the Head of Digital consultancy at Publicasity. He is a Fellow of Chartered Institute of Public Relations and the Society of New Communications Resarch. Philip Young is a senior lecturer in public relations at the University of Sunderland, specialising in social media and media ethics. He is a lead researcher on the European Public Relations Education and Research Association's EuroBlog project and has run the Mediations weblog(http://publicsphere.typepad.com) since April 2004.

Innehållsförteckning

Section - ONE: Everybody's public relations; Chapter - 01: The battleground; Chapter - 02: The geography of social media: a quick guide to key terms; Section - TWO: A shift in culture, communication and value; Chapter - 03: Transparency; Chapter - 04: How organizations become porous; Chapter - 05: The internet as an agent; Chapter - 06: Richness and reach; Chapter - 07: New models of information exchange; Chapter - 08: Information and things; Chapter - 09: Knowledge; Chapter - 10: Commercial implications of the internet; Chapter - 11: People's use of the internet as media; Chapter - 12: What lies behind the internet as media; Section - THREE: 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 - FOUR: 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 - FIVE: A brief look at the future; Chapter - 28: Humans, public relations and the internet

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