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Share This Too. More Social Media Solutions for PR Professionals

  • ID: 2521848
  • Book
  • 324 Pages
  • John Wiley and Sons Ltd
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Share This Too isn't just a book about a specialist area of public relations; it is about how the entire practice of PR is evolving and the immediate future of the profession.

Share This was conceived as a practical handbook for communication and public relations practitioners interested in changes taking place in public relations and the media. Share This Too is even more ambitious. It s a guide for anyone that works in communications or public relations. It contains brand new and original material by more than 30 contributors – each of whom is an acknowledged expert in their field. Created by the Chartered Institute of Public Relations (CIPR) Social Media Panel, Share This Too probes deeply into the state of the art theory, delivery and evaluation of 21st century public relations and communication.

This practical handbook has been created by the Chartered Institute of Public Relations (CIPR) Social Media Panel which provides leadership and guidance to the Institute, its members and the wider public relations profession. The CIPR is the professional body for UK public relations, providing access to training, learning and development, events, news and research.

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List of Contributors vii

Foreword Brian Solis ix

Introduction Rob Brown and Stephen Waddington xiii

Part I. The Future of Public Relations 1

1 Digital PR is Dead: Social goes mainstream Rob Brown 3

2 The Shift to Conversation: Content, context and avoiding cheap talk Dom Burch 11

3 Content Frameworks: Using content to achieve marketing communications goals Robin Wilson 21

Part II. Audiences and Online Habits 31

4 Planning: Audiences, media and networks Ged Carroll 33

5 Digital Anthropology Kate Matlock 41

6 Understanding Social Capital Adam Parker 49

7 The Unsocial Web Dr Mark Pack 59

Part III. Conversations 67

8 Gamification: Engaging audiences through play Sharon O Dea 69

9 Community Management Paul Fabretti 79

10 Curation Michael Litman 89

11 Live Social Events Russell Goldsmith 97

Part IV. New Channels, New Connections 105

12 Mobile Media Stephen Davies 107

13 To App or not to App Scott Seaborn 115

14 The Visual Web Dan Tyte 123

15 Finding Your Way Around from Foursquare to Google Glass Matt Appleby 131

16 Connected Employees Kevin Ruck 139

Part V. Professional Practice 149

17 Social Media and the Law Hanna Basha 151

18 Online Crisis Management Chris Norton 159

19 Wikipedia and Reputation Management Stephen Waddington 169

20 The Rise and Rise of Digital Pharma Becky McMichael 179

21 Social in Corporate Communications Rachel Miller 191

22 Putting the Social into Corporate Social Responsibility Stuart Bruce 201

23 Building a Personal Brand Online Richard Bailey 209

24 The Social CEO Jane Wilson 217

25 Working across Borders and Boundaries Juilo Romo 225

Part VI. Business Change and Opportunities for the Public Relations Industry 233

26 Laying the Foundations for a Social Business Jed Hallam 235

27 Social Commerce: Show me the money Katy Howell 241

28 How to Change Organizational Mindset Gemma Griffiths 251

29 The Six Influence Flows Philip Sheldrake 259

Part VII. Future Proofing the Public Relations Industry 269

30 Metrics that Matter Richard Bagnall 271

31 Quantified Self Drew Benvie 279

32 Network Topology Andrew Bruce Smith 287

33 The Public Relations Power of Big Data Simon Collister 295

Index 305

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CIPR (Chartered Institute of Public Relations)
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