Brown / Waddington Share This Too

More Social Media Solutions for PR Professionals
1. Auflage 2013
ISBN: 978-1-118-67692-9
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 328 Seiten, E-Book

The follow up to Share This: The Social MediaHandbook for PR Professionals.
Share This is a practical handbook to the changes taking placein the media and was conceived and written by 24 public relationspractitioners using many of the social tools and techniques that itaddresses. The book covered the media and public relationsindustry, planning, social networks, online media relations,monitoring and measurement, skills, industry change and the futureof the industry.
Share This Too is also a pragmatic guide for anyonethat wants to continue working in public relations. It is alarger book with more than 30 contributors, including all of thosefrom the highly successful first book and many of whom aresuccessful authors in their own right.
It probes more deeply into the subject and is divided into sevensections:
* The future of public relations
* Audiences and online habits
* Conversations
* New channels, new connections
* Professional practice
* Business change and opportunities for the public relationsindustry
* Future proofing the public relations industry
The content entirely complements the first book rather thanmerely updates it. It delves deeply into what is current inthe theory, delivery and evaluation of 21st century publicrelations and organisational communication.

Autoren/Hrsg.

Brown, Rob

Waddington, Stephen

Weitere Mitwirkende

Solis, Brian

Inhaltsverzeichnis

List of Contributors vii
Foreword - Brian Solis ix
Introduction - Rob Brown and Stephen Waddington xiii
Part I. The Future of Public Relations 1
1 Digital PR is Dead: Social goes mainstream - Rob Brown3
2 The Shift to Conversation: Content, context and avoiding cheaptalk - Dom Burch 11
3 Content Frameworks: Using content to achieve marketingcommunications goals - Robin Wilson 21
Part II. Audiences and Online Habits 31
4 Planning: Audiences, media and networks - Ged Carroll33
5 Digital Anthropology - Kate Matlock 41
6 Understanding Social Capital - Adam Parker 49
7 The Unsocial Web - Dr Mark Pack 59
Part III. Conversations 67
8 Gamification: Engaging audiences through play - SharonO'Dea 69
9 Community Management - Paul Fabretti 79
10 Curation - Michael Litman 89
11 Live Social Events - Russell Goldsmith 97
Part IV. New Channels, New Connections 105
12 Mobile Media - Stephen Davies 107
13 To App or not to App - Scott Seaborn 115
14 The Visual Web - Dan Tyte 123
15 Finding Your Way Around - from Foursquare to GoogleGlass - Matt Appleby 131
16 Connected Employees - Kevin Ruck 139
Part V. Professional Practice 149
17 Social Media and the Law - Hanna Basha 151
18 Online Crisis Management - Chris Norton 159
19 Wikipedia and Reputation Management - StephenWaddington 169
20 The Rise and Rise of Digital Pharma - Becky McMichael179
21 Social in Corporate Communications - Rachel Miller191
22 Putting the Social into Corporate Social Responsibility- Stuart Bruce 201
23 Building a Personal Brand Online - Richard Bailey209
24 The Social CEO - Jane Wilson 217
25 Working across Borders and Boundaries - Juilo Romo225
Part VI. Business Change and Opportunities for the PublicRelations Industry 233
26 Laying the Foundations for a Social Business - JedHallam 235
27 Social Commerce: Show me the money - Katy Howell241
28 How to Change Organizational Mindset - Gemma Griffiths251
29 The Six Influence Flows - Philip Sheldrake 259
Part VII. Future Proofing the Public Relations Industry269
30 Metrics that Matter - Richard Bagnall 271
31 Quantified Self - Drew Benvie 279
32 Network Topology - Andrew Bruce Smith 287
33 The Public Relations Power of "Big Data" -Simon Collister 295
Index 305

Über Autor(innen)

Rob Brown is Founding Partner at Rule 5 - a PR anddigital agency in MediaCityUK Manchester with clients in food,sport, finance and the media. Rob was awarded OutstandingContribution to Social Media in the national SomeComms Awards in2011 and the Stephen Tallents Medal by the CIPR in 2013.
Stephen Waddington is a PR moderniser who has worked inthe media and corporate communications since the rise of theinternet and the dawn of digital media in the early-90s. He hashelped brands such as The Associated Press, Cisco, The Economist,IBM, Tesco and Virgin Media Business to manage theirreputations.
Contributors: Brian Solis, Rob Brown, Stephen Waddington,Dom Burch, Robin Wilson, Ged Carroll, Kate Matlock, Adam Parker, DrMark Pack, Sharon O'Dea, Paul Fabretti, Michael Litman,Russell Goldsmith, Stephen Davies, Scott Seaborn, Dan Tyte, MattAppleby, Kevin Ruck, Hanna Basha, Chris Norton, Becky McMichael,Rachel Miller, Stuart Bruce, Richard Bailey, Jane Wilson, JulioRomo, Jed Hallam, Katy Howell, Gemma Griffiths, Philip Sheldrake,Richard Bagnall, Drew Benvie, Andrew Bruce Smith, SimonCollister.