CIPR (Chartered Institute of Public Relations)

Share This Too (eBook, ePUB)

More Social Media Solutions for PR Professionals
Redaktion: Brown, Rob; Waddington, Stephen

• Format: ePub

Produktbeschreibung

The follow up to Share This: The Social Media Handbook for PR Professionals. Share This is a practical handbook to the changes taking place in the media and was conceived and written by 24 public relations practitioners using many of the social tools and techniques that it addresses. The book covered the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. Share This Too is also a pragmatic guide for anyone that wants to continue working in public relations. It is a larger book with more than 30 contributors, including all of those from the highly successful first book and many of whom are successful authors in their own right. It probes more deeply into the subject and is divided into seven sections: * The future of public relations * Audiences and online habits * Conversations * New channels, new connections * Professional practice * Business change and opportunities for the public relations industry * Future proofing the public relations industry The content entirely complements the first book rather than merely updates it. It delves deeply into what is current in the theory, delivery and evaluation of 21st century public relations and organisational communication.

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Produktdetails

• Verlag: John Wiley & Sons
• Seitenzahl: 328
• Erscheinungstermin: 6. August 2013
• Englisch
• ISBN-13: 9781118676929
• Artikelnr.: 39420409

Autorenporträt

Rob Brown is a Founding Partner at Rule 5 - a PR and digital agency in MediaCityUK Manchester with clients in food, sport, finance and the media. Rob was awarded Outstanding Contribution to Social Media in the national SomeComms Awards in 2011 and the Stephen Tallents Medal by the CIPR in 2013. Stephen Waddington is European Digital and Social Media Director for public relations firm Ketchum, advising clients throughout Europe as well as those assisted globally by the agency from North America, Asia and Latin America. He is a Chartered Practitioner and President-Elect of the CIPR.

Inhaltsangabe

List of Contributors vii Foreword
Brian Solis ix Introduction
Rob Brown and Stephen Waddington xiii Part I. The Future of Public Relations 1 1 Digital PR is Dead: Social goes mainstream
Rob Brown 3 2 The Shift to Conversation: Content, context and avoiding cheap talk
Dom Burch 11 3 Content Frameworks: Using content to achieve marketing communications goals
Robin Wilson 21 Part II. Audiences and Online Habits 31 4 Planning: Audiences, media and networks
Ged Carroll 33 5 Digital Anthropology
Kate Matlock 41 6 Understanding Social Capital
Adam Parker 49 7 The Unsocial Web
Dr Mark Pack 59 Part III. Conversations 67 8 Gamification: Engaging audiences through play
Sharon O'Dea 69 9 Community Management
Paul Fabretti 79 10 Curation
Michael Litman 89 11 Live Social Events
Russell Goldsmith 97 Part IV. New Channels, New Connections 105 12 Mobile Media
Stephen Davies 107 13 To App or not to App
Scott Seaborn 115 14 The Visual Web
Dan Tyte 123 15 Finding Your Way Around
from Foursquare to Google Glass
Matt Appleby 131 16 Connected Employees
Kevin Ruck 139 Part V. Professional Practice 149 17 Social Media and the Law
Hanna Basha 151 18 Online Crisis Management
Chris Norton 159 19 Wikipedia and Reputation Management
Stephen Waddington 169 20 The Rise and Rise of Digital Pharma
Becky McMichael 179 21 Social in Corporate Communications
Rachel Miller 191 22 Putting the Social into Corporate Social Responsibility
Stuart Bruce 201 23 Building a Personal Brand Online
Richard Bailey 209 24 The Social CEO
Jane Wilson 217 25 Working across Borders and Boundaries
Juilo Romo 225 Part VI. Business Change and Opportunities for the Public Relations Industry 233 26 Laying the Foundations for a Social Business
Jed Hallam 235 27 Social Commerce: Show me the money
Katy Howell 241 28 How to Change Organizational Mindset
Gemma Griffiths 251 29 The Six Influence Flows
Philip Sheldrake 259 Part VII. Future Proofing the Public Relations Industry 269 30 Metrics that Matter
Richard Bagnall 271 31 Quantified Self
Drew Benvie 279 32 Network Topology
Andrew Bruce Smith 287 33 The Public Relations Power of "Big Data"
Simon Collister 295 Index 305

Rezensionen

"Is it an essential purchase? In a word, yes. To use the digital parlance of relationships, if Share This was a flash of ankle, this is the kiss, deeper and more rewarding, hinting at what is to come - if you put the work into it."(The Drum, September 2013)