商品簡介
The CIPR claim that there is a tendency as social media practitioners to obsess about the future of the industry and what comes next. It is very easy to forget that some PR practitioners still don’t use Twitter, haven’t commented on a blog, or edited a wiki.
This no-nonsense book provides a basic guide to social media in the PR industry.
作者簡介
The Chartered Institute of Public Relations (CIPR) – professional body for PR practitioners in the UK. Founded in February 1948 and by 2009 it had grown to over 9000 members involved in all aspects of the public relations industry, and is the largest body of its type in Europe.
目次
List of Contributors x
Foreword by Jane Wilson xi
Introduction by Stephen Waddington xiii
Part I Changing Media, Changing PR 1
1 An Introduction to Social Networks 3Katy Howell
Part II Planning 13
2 Kick‑Start Your Social Media Strategy 15Simon Sanders
3 What has Google Ever Done for PR? 23Andrew Smith
4 Integrating Traditional and Social Media 31Helen Nowicka
5 Social Media Guidelines: Creating Freedom Within a Framework 39Gemma Griffiths
6 Open Communication: Psychology, Ethics and Etiquette 49Becky McMichael
Part III Networks 59
7 Facebook: A Way to Engage with Your Audiences 61Robin Wilson
8 Twitter: The Unstoppable Rise of Microblogging 71Alex Lacey
9 LinkedIn: Social Networking for Professionals 79Matt Appleby
10 Google+: Better than Buzz? 87Dan Tyte
11 The Business of Blogging 93Stephen Waddington
Part IV Online Media Relations 101
12 Modern Media Relations and Social Media Newsrooms 103Stuart Bruce
13 Brands as Media 113Rob Brown
14 The Future of Broadcast 121Russell Goldsmith
15 Media Relations Modernised 129Adam Parker
16 Pitching Using Social Media 137Julio Romo
Part V Monitoring and Measurement 145
17 Real-Time Public Relations 147Philip Sheldrake
18 Social Media Monitoring 157Andrew Smith
19 Measuring Social Media 163Richard Bagnall
Part VI Skills 175
20 Skilling Up for the Future 177Daljit Bhurji
21 The Future of PR Education 185Richard Bailey
Part VII Industry Change 193
22 Employee Engagement: How Social Media are Changing Internal Communication 195Rachel Miller
23 Back to the Future for Public Sector Communications 205Mark Pack
24 Modernising Public Affairs for the Digital Age 213Stuart Bruce
25 Social Media and the Third Sector 221Simon Collister
Part VIII The Future 229
26 Here Comes Web 3.0 and the Internet of Things 231Philip Sheldrake
Index 237
