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Informationen zum Autor 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. Klappentext 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. Inhaltsverzeichnis 1 Something has happened to communications The impact of a changing society How communications has changed The key milestones 2 The implications for communicators Fragmentation of the media Relinquishing control 3 The lunatics have taken over the asylum New routes to influence Conversations with the audience 4 The new channels Blogs Wikis RSS Podcasting Social bookmarking Social networking 5 Digital PR and search engine optimization How search engine optimization evolved PR and natural searchSocial search 6 The power of the new media The Scrabulous story 7 The new ethics The old ethics The new ethics and enlightened self-interest The wider impact 8 The blurring of channels Integration through disintegration It's the content not the channel 9 The battle for influence at the digital frontier The third wave of online influence Why the time has come for PR 2.0 Issues management in the new Wild West 10 Horses and courses Evaluating the need for digital PR Politics EntertainmentIndustry and commerce 11 Digital PR architectureThe same¿ but different Semantics 12 Tools of the trade The Social Media Release Social Media Newsroom Creative digital assets 13 Evaluation and measurement Search ranking as evaluation Online tools Outsourcing Things to consider 14 Dodging bear traps Fact and fiction We are in public Brandjacking ParodyEconomies with the truth Failing expectations Tone of voice 15 The major players Video sharing Social networks Photo sharing Blogging platforms Content sharing Other communities 16 The next big thing The rise (and fall and rise again?) of Facebook Twitter - the early bird? Born again FriendsterHuddle time More mashupsScour ...
