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Innovation and Best Practice
for Business Success

Established 1967



Public Relations and the Social Web

Public Relations and the Social Web

How to Use Social Media and Web 2.0 in Communications

Rob Brown

£19.99

Public Relations and the Social Web explores new ways for PR communicators to work in the rapidly changing digital environment, using communication channels like blogs, wikis, RSS, podcasting, social bookmarking, social networking and SEO.

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About the book

The effect of the internet on public relations is the single biggest subject of current conversation in the public relations industry. As the world of communications changes beyond recognition, those seeking to communicate must revise and revolutionise their approach.

Public Relations and the Social Web explores the way in which communications is changing and looks at what this means for communicators working across a range of industries, from entertainment through to politics. The book examines emerging public relations practices in the digital environment and shows readers how digital public relations campaigns can be structured.

Including information on new communication channels such as blogs, wikis, RSS, social networking and SEO, Public Relations and the Social Web is essential reading for public relations practitioners, students of public relations, and those who work in related areas such as journalism and web construction and design.


Table Of Contents

    • Chapter - 01: Something has happened to communications;
    • Chapter - 02: The implications for communicators;
    • Chapter - 03: The lunatics have taken over the asylum;
    • Chapter - 04: The new channels;
    • Chapter - 05: Digital PR and search engine optimization;
    • Chapter - 06: The power of the new media;
    • Chapter - 07: The new ethics;
    • Chapter - 08: The blurring of channels;
    • Chapter - 09: The battle for influence at the digital frontier;
    • Chapter - 10: Horses and courses;
    • Chapter - 11: Digital PR architecture;
    • Chapter - 12: Tools of the trade;
    • Chapter - 13: Evaluation and measurement;
    • Chapter - 14: Dodging bear traps;
    • Chapter - 15: The major players;
    • Chapter - 16: The next big thing


Book Details

  • EAN: 9780749455071
  • Edition: 1
  • Published: 3rd April 2009
  • Hardback
  • Dimensions: 234x156
  • 192 pages

About the Author

Rob Brown graduated from York University and spent a year in radio before joining Staniforth as a PR account executive. He set up his own media PR business in the 90s, working with Granada Television, Channel Four and Endemol. He later joined McCann Erickson as PR Director with clients as diverse as Durex, Aldi, Peugeot and the NHS. In 2008 Rob returned to Staniforth, now part of the TBWA group, as its UK Managing Director.


Rob Brown