Online Public Relations

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 explore how these new technologies and new ways of thinking can help them get their messages across. They must learn to navigate a world of information which social media has made far more complex. 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.

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