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

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  • Format: Hardcover
  • Copyright: 2009-05-01
  • Publisher: Kogan Page Ltd

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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.

Author Biography

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.

Table of Contents

Prefacep. ix
Something has happened to communicationsp. 1
The impact of a changing societyp. 2
How communications has changedp. 4
The key milestonesp. 8
The implications for communicatorsp. 11
Fragmentation of the mediap. 11
Relinquishing controlp. 14
The lunatics have taken over the asylump. 19
New routes to influencep. 21
Conversations with the audiencep. 23
The new channelsp. 25
Blogsp. 26
Wikisp. 38
RSSp. 42
Podcastingp. 44
Social bookmarkingp. 48
Social networkingp. 50
Digital PR and search engine optimizationp. 53
How search engine optimization evolvedp. 53
PR and natural searchp. 55
Social searchp. 57
The power of the new mediap. 59
The Scrabulous storyp. 60
The new ethicsp. 67
The old ethicsp. 68
The new ethics and enlightened self-interestp. 72
The wider impactp. 74
The blurring of channelsp. 77
Integration through disintegrationp. 78
It's the content not the channelp. 79
The battle for influence at the digital frontierp. 83
The third wave of online influencep. 84
Why the time has come for PR 2.0p. 85
Issues management in the new Wild Westp. 86
Horses and coursesp. 91
Evaluating the need for digital PRp. 92
Politicsp. 96
Entertainmentp. 102
Industry and commercep. 104
Digital PR architecturep. 111
The same...but differentp. 114
Semanticsp. 122
Tools of the tradep. 125
The Social Media Releasep. 125
Social Media Newsroomp. 130
Creative digital assetsp. 131
Evaluation and measurementp. 133
Search ranking as evaluationp. 135
Online toolsp. 136
Outsourcingp. 145
Things to considerp. 155
Dodging bear trapsp. 157
Fact and fictionp. 157
We are in publicp. 159
Brand jackingp. 159
Parodyp. 160
Economies with the truthp. 161
Failing expectationsp. 161
Tone of voicep. 162
The major playersp. 163
Video sharingp. 164
Social networksp. 164
Photo sharingp. 169
Blogging platformsp. 170
Content sharingp. 172
Other communitiesp. 173
The next big thingp. 175
The rise (and fall and rise again?) of Facebookp. 175
Twitter-the early bird?p. 176
Born again Friendsterp. 176
Huddle timep. 176
More mashupsp. 177
Scourp. 177
Indexp. 179
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