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

ISBN-13: 9780749455071 / Angielski / Twarda / 2009 / 192 str.

Rob Brown

Opis

Social media are becoming part of the fabric of our lives, and their effect on public relations is the single biggest topic of conversation in the PR industry. Rob Brown explores the way the internet is changing the field of communications and looks at the implications for a range of fields, from entertainment to politics. It examines emerging public relations practices in the digital environment - including blogs, wikis, RSS, social networking, and SEO - and shows readers how to structure digital public relations campaigns.

Spis treści

• • Chapter - 01: Something has happened to communications;
  • Chapter - 02: The implications for communicators;
  • Chapter - 03: The lunatics have taken over the asylum;
  • Chapter - 04: The new channels;
  • Chapter - 05: Digital PR and search engine optimization;
  • Chapter - 06: The power of the new media;
  • Chapter - 07: The new ethics;
  • Chapter - 08: The blurring of channels;
  • Chapter - 09: The battle for influence at the digital frontier;
  • Chapter - 10: Horses and courses;
  • Chapter - 11: Digital PR architecture;
  • Chapter - 12: Tools of the trade;
  • Chapter - 13: Evaluation and measurement;
  • Chapter - 14: Dodging bear traps;
  • Chapter - 15: The major players;
  • Chapter - 16: The next big thing

O autorze

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 90s, 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.