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Innovation and Best Practice
for Business Success

Established 1967

Online Public Relations

Online Public Relations

A Practical Guide to Developing an Online Strategy in the World of Social Media

David Phillips, Philip Young


Online Public Relations provides a practical guide to public relations and the Internet. Endorsed and supported by the Chartered Institute of Public Relations, the text covers up-to-date research and gives practical advice on every aspect of successful online public relations.

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About the book

The internet has totally revolutionized the practice of public relations. This revolution has not only affected the way PR professionals communicate but has changed the nature of communication itself. This thoroughly revised, second edition of Online Public Relations shows readers how to use this potent and energizing medium intelligently and effectively.

David Phillips explores the growth of social media sites such as Facebook, MySpace, Bebo, Flickr etc, and of virtual environments, virtual communities, information sharing sites and blogs. PR practitioners must now explore and experiment with new technologies and new ways of thinking to get their message across - and an environment which has been made far more transparent, due to social media.

Other topics covered include new models of information exchange, commercial implications of the internet, how social media impacts on PR strategy, developing online PR strategies, risks and opportunities and CSR.

This second edition is a timely and authoritative overview of the new online PR. Any PR professional wanting to conduct business in the modern interconnected world will regard this book as a must.

Table Of Contents

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

Book Details

  • EAN: 9780749449681
  • Edition: 2
  • Published: 3rd May 2009
  • Paperback
  • Dimensions: 216x138
  • 288 pages
  • Series: PR in Practice Series

About the Author

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.

David Phillips

Philip Young