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PR in Practice Ser.: Online Public Relations : A Practical Guide to Developing an Online Strategy in the World of Social Media by Philip Young and David Phillips (2009, Trade Paperback)

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Product Information

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.

Product Identifiers

Publisher
Kogan Page, The Limited
ISBN-10
0749449683
ISBN-13
9780749449681
eBay Product ID (ePID)
71730607

Product Key Features

Author
David Phillips, Philip Young
Publication Name
Online Public Relations : A Practical Guide to Developing an Online Strategy in the World of Social Media
Format
Trade Paperback
Language
English
Publication Year
2009
Series
PR in Practice Ser.
Type
Textbook
Number of Pages
288 Pages

Dimensions

Item Length
9.1in
Item Height
0.6in
Item Width
5.9in
Item Weight
15.9 Oz

Additional Product Features

Lc Classification Number
Hd59.P455 2009
Edition Number
2
Reviews
"[A] good overview of all things web, and how the latest developments will affect PR strategy." - Management Today, "[W]ell written... provides theoretical and conceptual approaches rather than just tactical information." - TeachingPR.org, "[A] good overview of all things web, and how the latest developments will affect PR strategy." -Management Today
Table of Content
* Section - FOUR: Influences on present-day PR practice; ** Chapter - 22: How the internet is changing news; ** Chapter - 23: What is right and wrong?; ** Chapter - 24: Ethics in a transparent world; ** Chapter - 25: Monitoring, measurement and evaluation; ** Chapter - 26: Influences on policy, corporate speak and bling; ** Chapter - 27: Corporate social responsibility; * Section - FIVE: A brief look at the future; ** Chapter - 28: Humans, public relations and the internet ** Chapter - 21: Risks and opportunities; ** Chapter - 20: Thoughts about tactics; ** Chapter - 19: Developing online PR strategies; ** Chapter - 18: Organizational analysis; ** Chapter - 17: Landscaping; ** Chapter - 16: Management approaches to planning; ** Chapter - 15: How social media impact on strategy; ** Chapter - 14: Channels for communication; ** Chapter - 13: Communications platforms; * Section - THREE: Building blocks for online PR; ** Chapter - 12: What lies behind the internet as media; ** Chapter - 11: People's use of the internet as media; ** Chapter - 10: Commercial implications of the internet; ** Chapter - 09: Knowledge; ** Chapter - 08: Information and things; ** Chapter - 07: New models of information exchange; ** Chapter - 06: Richness and reach; ** Chapter - 05: The internet as an agent; ** Chapter - 04: How organizations become porous; ** Chapter - 03: Transparency; * Section - TWO: A shift in culture, communication and value; ** Chapter - 02: The geography of social media: a quick guide to key terms; ** Chapter - 01: The battleground; * Section - ONE: Everybody's public relations;
Copyright Date
2009
Target Audience
College Audience
Topic
Communication Studies, Public Relations
Lccn
2008-054391
Dewey Decimal
659.20285/4678
Dewey Edition
22
Illustrated
Yes
Genre
Business & Economics, Language Arts & Disciplines

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PR in Practice Ser.: Online Public Relations : A Practical Guide to Developing an Online Strategy in the World of Social Media by Philip Young and David Phillips (2009, Trade Paperback)

About this product

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Product Key Features

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item 1 Online Public Relations : A Practical Guide to Developing an Onli

item 2 Online Public Relations : A Practical Guide to Developing an Onli

item 3 Online Public Relations: A Practical Guide to De... by PHILLIPS, David Paperback

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