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Public Relations and the Social Web

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Notă GoodReads:
en Limba Engleză Carte Hardback – 03 Apr 2009
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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Specificații

ISBN-13: 9780749455071
ISBN-10: 0749455071
Pagini: 182
Dimensiuni: 164 x 238 x 20 mm
Greutate: 0.49 kg
Editura: Kogan Page

Cuprins

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   
Relinquishing control 
 
3          The lunatics have taken over the asylum   
New routes to influence         
Conversations with the audience       
 
4          The new channels     
Blogs  
Wikis  
RSS    
Podcasting     
Social bookmarking   
Social networking      
 
5          Digital PR and search engine optimization
How search engine optimization evolved      
PR and natural search
Social 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     
It’s 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    
Politics           
Entertainment
Industry and commerce         
 
11        Digital PR architecture
The same¼ but different       
Semantics       
 
12        Tools of the trade     
The Social Media Release      
Social Media Newsroom        
Creative digital assets
 
13        Evaluation and measurement         
Search ranking as evaluation  
Online tools    
Outsourcing   
Things to consider      
 
14        Dodging bear traps  
Fact and fiction          
We are in public         
Brandjacking  
Parody
Economies with the truth       
Failing expectations   
Tone of voice 
 
15        The major players    
Video sharing 
Social networks          
Photo sharing 
Blogging platforms    
Content sharing          
Other communities     
 
16        The next big thing    
The rise (and fall and rise again?) of Facebook         
Twitter – the early bird?        
Born again Friendster
Huddle time   
More mashups
Scour  

Recenzii

"[C]overs more than social networks and delivers a few wake up calls for PR practitioners, particularly those rooted in traditional communications." - Marketing

Notă biografică

Rob Brown