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

by Brown, Rob

• ISBN13: 9780749455071
• ISBN10: 0749455071
• Format: Hardcover
• Copyright: 2009-05-01
• Publisher: Kogan Page Ltd

Summary

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

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 routes to influence	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.