Overview

Full Product Details

Author:   David Phillips ,  Philip Young
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Edition:   2nd Revised edition
Dimensions:   Width: 15.00cm , Height: 1.50cm , Length: 23.00cm
Weight:   0.450kg
ISBN:  

9780749449681

ISBN 10:   0749449683
Pages:   288
Publication Date:   03 May 2009
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Replaced By:   9780749465452
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Section - ONE: Everybody's public relations; Chapter - 01: The battleground; Chapter - 02: The geography of social media: a quick guide to key terms; Section - TWO: A shift in culture, communication and value; Chapter - 03: Transparency; Chapter - 04: How organizations become porous; Chapter - 05: The internet as an agent; Chapter - 06: Richness and reach; Chapter - 07: New models of information exchange; Chapter - 08: Information and things; Chapter - 09: Knowledge; Chapter - 10: Commercial implications of the internet; Chapter - 11: People's use of the internet as media; Chapter - 12: What lies behind the internet as media; Section - THREE: Building blocks for online PR; Chapter - 13: Communications platforms; Chapter - 14: Channels for communication; Chapter - 15: How social media impact on strategy; Chapter - 16: Management approaches to planning; Chapter - 17: Landscaping; Chapter - 18: Organizational analysis; Chapter - 19: Developing online PR strategies; Chapter - 20: Thoughts about tactics; Chapter - 21: Risks and opportunities; 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

Reviews

[A] good overview of all things web, and how the latest developments will affect PR strategy. - Management Today

Author Information

David Phillips is an online public relations pioneer. He has written three books about online PR, lectures at Gloucester University and Escola Superior de Comunicação Social, Lisbon, Portugal and is also the Head of Digital consultancy at Publicasity. He is a Fellow of Chartered Institute of Public Relations and the Society of New Communications Resarch. Philip Young is a senior lecturer in public relations at the University of Sunderland, specialising in social media and media ethics. He is a lead researcher on the European Public Relations Education and Research Association's EuroBlog project and has run the Mediations weblog(http://publicsphere.typepad.com) since April 2004.

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