FREE SHIPPING BOTH WAYS
ON EVERY ORDER!
LIST PRICE:
$39.95
Sorry, this item is currently unavailable.
Public Relations and the Social Web : How to Use Social Media and Web 2.0 in Communications
ISBN: 9780749455071 | 0749455071
Format: HardcoverPublisher: Kogan Page Ltd
Pub. Date: 5/1/2009
Why Rent from Knetbooks?
Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!
Top 5 reasons to order all your textbooks from Knetbooks:
- We have the lowest prices on thousands of popular textbooks
- Free shipping both ways on ALL orders
- Most orders ship within 48 hours
- Need your book longer than expected? Extending your rental is simple
- Our customer support team is always here to help
Public Relations and the Social Web explores new ways for PR communicators to work in the rapidly changing digital environment, using communication channels like blogs, wikis, RSS, podcasting, social bookmarking, social networking and SEO.
The effect of the internet on public relations is presently the single biggest subject of conversation in the public relations industry. As the world of communications changes beyond recognition, those seeking to communicate must revolutionize their approach."Public Relations and... MORE
The effect of the internet on public relations is presently the single biggest subject of conversation in the public relations industry. As the world of communications changes beyond recognition, those seeking to communicate must revolutionize their approach."Public Relations and... MORE
| Preface | p. ix |
| Something has happened to communications | p. 1 |
| The impact of a changing society | p. 2 |
| How communications has changed | p. 4 |
| The key milestones | p. 8 |
| The implications for communicators | p. 11 |
| Fragmentation of the media | p. 11 |
| Relinquishing control | p. 14 |
| The lunatics have taken over the asylum | p. 19 |
| New ... MORE | p. 21 |
| Conversations with the audience | p. 23 |
| The new channels | p. 25 |
| Blogs | p. 26 |
| Wikis | p. 38 |
| RSS | p. 42 |
| Podcasting | p. 44 |
| Social bookmarking | p. 48 |
| Social networking | p. 50 |
| Digital PR and search engine optimization | p. 53 |
| How search engine optimization evolved | p. 53 |
| PR and natural search | p. 55 |
| Social search | p. 57 |
| The power of the new media | p. 59 |
| The Scrabulous story | p. 60 |
| The new ethics | p. 67 |
| The old ethics | p. 68 |
| The new ethics and enlightened self-interest | p. 72 |
| The wider impact | p. 74 |
| The blurring of channels | p. 77 |
| Integration through disintegration | p. 78 |
| It's the content not the channel | p. 79 |
| The battle for influence at the digital frontier | p. 83 |
| The third wave of online influence | p. 84 |
| Why the time has come for PR 2.0 | p. 85 |
| Issues management in the new Wild West | p. 86 |
| Horses and courses | p. 91 |
| Evaluating the need for digital PR | p. 92 |
| Politics | p. 96 |
| Entertainment | p. 102 |
| Industry and commerce | p. 104 |
| Digital PR architecture | p. 111 |
| The same...but different | p. 114 |
| Semantics | p. 122 |
| Tools of the trade | p. 125 |
| The Social Media Release | p. 125 |
| Social Media Newsroom | p. 130 |
| Creative digital assets | p. 131 |
| Evaluation and measurement | p. 133 |
| Search ranking as evaluation | p. 135 |
| Online tools | p. 136 |
| Outsourcing | p. 145 |
| Things to consider | p. 155 |
| Dodging bear traps | p. 157 |
| Fact and fiction | p. 157 |
| We are in public | p. 159 |
| Brand jacking | p. 159 |
| Parody | p. 160 |
| Economies with the truth | p. 161 |
| Failing expectations | p. 161 |
| Tone of voice | p. 162 |
| The major players | p. 163 |
| Video sharing | p. 164 |
| Social networks | p. 164 |
| Photo sharing | p. 169 |
| Blogging platforms | p. 170 |
| Content sharing | p. 172 |
| Other communities | p. 173 |
| The next big thing | p. 175 |
| The rise (and fall and rise again?) of Facebook | p. 175 |
| Twitter-the early bird? | p. 176 |
| Born again Friendster | p. 176 |
| Huddle time | p. 176 |
| More mashups | p. 177 |
| Scour | p. 177 |
| Index | p. 179 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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 1990s, 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.
Please wait while this item is added to your cart...
