Overview

Full Product Details

9780749465452

Table of Contents

• Section - I: Part I - Everybody's Public Relations
• Chapter - 1: The battleground
• Chapter - 2: The geography of social media: a quick guide to key terms
• Section - II: Part II - A shift in culture, communication and value
• Chapter - 3: Transparency
• Chapter - 4: How organizations became porous
• Chapter - 5: The internet as an agent
• Chapter - 6: Richness and reach
• Chapter - 7: New models of information exchange
• Chapter - 8: Information and things
• Chapter - 9: Knowledge
• Chapter - 10: Communication implications of the internet
• Chapter - 11: People's use of the internet as media
• Chapter - 12: What lies behind the internet as media
• Section - III: Part III - 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 - IV: Part IV - 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 - V: Part V - A brief look at the future
• Chapter - 28: Humans, public relations and the internet

Reviews

Praise for the previous editions: [W]ell written... provides theoretical and conceptual approaches rather than just tactical information. --TeachingPR.org

Author Information

David Phillips is Professor of Online Public Relations at Escola Superior de Comunicacao Social, Lisbon, lectures at Gloucestershire and Quadriga (Berlin) University, and has written three books about online PR. A Fellow of the CIPR and Society of New Communications Research, he is a Director of Klea Global, a digital monitoring and evaluation company. Philip Young is project leader for NEMO: New Media, Modern Democracy at Lund University, Sweden. Before this he lectured in PR at the University of Sunderland and was a lead researcher on EUPRERA's EuroBlog project. He has run the Mediations weblog on PR theory and practice since 2004.

Tab Content 6

Customer Reviews

Recent Reviews

Countries Available