Willkommen, schön sind Sie da!
Logo Ex Libris

Online Public Relations

  • E-Book (epub)
(0) Erste Bewertung abgeben
Bewertungen
(0)
(0)
(0)
(0)
(0)
Alle Bewertungen ansehen
The internet has totally revolutionized the practice of public relations. This revolution has not only affected the way PR profess... Weiterlesen
E-Books ganz einfach mit der kostenlosen Ex Libris-Reader-App lesen. Hier erhalten Sie Ihren Download-Link.
CHF 22.90
Download steht sofort bereit
Informationen zu E-Books
E-Books eignen sich auch für mobile Geräte (sehen Sie dazu die Anleitungen).
E-Books von Ex Libris sind mit Adobe DRM kopiergeschützt: Erfahren Sie mehr.
Weitere Informationen finden Sie hier.

Beschreibung

The internet has totally revolutionized the practice of public relations. This revolution has not only affected the way PR professionals communicate but has changed the nature of communication itself. This thoroughly revised, second edition of Online Public Relations shows readers how to use this potent and energizing medium intelligently and effectively. David Phillips explores the growth of social media sites such as Facebook, MySpace, Bebo, Flickr etc, and of virtual environments, virtual communities, information sharing sites and blogs. PR practitioners must now explore and experiment with new technologies and new ways of thinking to get their message across - and an environment which has been made far more transparent, due to social media. Other topics covered include new models of information exchange, commercial implications of the internet, how social media impacts on PR strategy, developing online PR strategies, risks and opportunities and CSR. This second edition is a timely and authoritative overview of the new online PR. Any PR professional wanting to conduct business in the modern interconnected world will regard this book as a must.

Autorentext

David Phillips, Philip Young



Inhalt

PART 1 EVERYBODY’S PUBLIC RELATIONS

1. The battleground

2. The geography of social media: a quick guide to key terms

PART 2 A SHIFT IN CULTURE, COMMUNICATIONS AND VALUE

4. How organizations become porous

5. The internet as an agent

6. Richness and reach

7. New models of information exchange

8. Information and things

9. Knowledge

10. Commercial implications of the internet

11. People’s use of the internet as media

12. What lies behind the internet as media

PART 3 BUILDING BLOCKS FOR ONLINE PR

13. Communications platforms

14. Channels for communication

15. How social media impact on strategy

16. Management approaches to planning

17. Landscaping

18. Organizational analysis

19. Developing online PR strategies

20. Thoughts about tactics

21. Risks and opportunities

PART 4 INFLUENCES ON PRESENT-DAY PR PRACTICE

22. How the internet is changing news

23. What is right and wrong?

24. Ethics in a transparent world

25. Monitoring, measurement and evaluation

26. Influences on policy, corporate speak and bling

27. Corporate social responsibility

PART 5 A BRIEF LOOK AT THE FUTURE

28. Humans, public relations and the internet

Conclusion

Produktinformationen

Titel: Online Public Relations
Untertitel: A Practical Guide to Developing an Online Strategy in the World of Social Media
Autor:
EAN: 9780749457426
ISBN: 978-0-7494-5742-6
Digitaler Kopierschutz: Adobe-DRM
Format: E-Book (epub)
Herausgeber: Kogan Page
Genre: Wirtschaft
Veröffentlichung: 03.05.2009
Jahr: 2009
Auflage: 2. Auflage
Untertitel: Englisch
Dateigrösse: 1.4 MB